In a bit of sports cross-marketing that could potentially offer some marketing power to affiliates, 888 has announced the title sponsorship of the 2011 Premier League Darts.

The Premier League Darts began in London on Thursday and will be held every subsequent Thursday evening until the big championship play-off in Wembley Arena on May 19th. 

“Over 80,000 fans will pack the UK’s biggest arenas during the event, which was won by Phil Taylor last May when he hit an historic two nine-darters in the final against defending champion James Wade,” 888 reps state in a news release.

The sponsorship is in association with the Professional Darts Corporation (PDC); PDC Chairman Barry Hearn said, “We are delighted to welcome back into darts as the title sponsor for the Premier League Darts. This tournament has emerged as the biggest indoor sporting event in the country in recent years and we look forward to welcoming a record number of fans to the country’s 15 biggest arenas.”

With worldwide television coverage, the Premier League Darts will also provide a marketing showcase for’s online casino and Internet poker brands — and affiliates may get a marketing surge from the publicity, as well.

Affiliates can promote 888 via

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