The Boardroom team were unable to avoid the irony of the PDC recent partnership deal with Haypp, a global online retailer of alternative nicotine products, who announced a new partnership with the Professional Darts Corporation (PDC) recently.
It’s quite remarkable for a game that was born within smoke filled rooms, then almost ruined due to the backlash against such social culture, to be actively working with alternate sources of the stimulant within the smoke and promoting these alternate brands and products.
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The partnership, Haypp and the PDC, is apparently also planning to “educate and inform darts fans about alternative nicotine products, helping darts fans who smoke make more informed choices”:
A Darts Partnership for Positive Change
With roots in the pioneering smoke-free nicotine product markets of Scandinavia, Haypp claim a mission to lead a global transition from smoking to reduced-risk alternatives. Operating in six international markets, Haypp has expertise in alternative nicotine products and consumer behaviour.
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With over £25 million in prize money and a global circuit of world-class tournaments, the PDC has transformed darts into one of the most exciting sports on the international stage. The growing audience of darts fans across the UK, Europe, and beyond offers a powerful platform to engage adult fans with a positive message about lifestyle change.
“This partnership is built on a shared commitment to promoting positive lifestyle choices for darts fans. By educating and informing adult smokers about alternatives to cigarettes, Haypp and the PDC want to inspire positive change for darts fans”
Svante Andersson, President of Haypp UK.
The partnership begins in May 2026 and will run for one year. It will see Haypp branding at major PDC events, and an information and awareness-raising campaign targeted at darts fans who smoke.
“The PDC is always looking to work with partners who can drive a positive message for our fans, and we look forward to working closely with Haypp across various touchpoints to raise awareness about alternative nicotine products,”
Adam Perfect, Head of Commercial at the PDC.
We leave it to readers to decide whether it is the place of such companies to claim to educate darts fans or whether they will be better informed?
—–ENDS——
Image: Hyapp
