Paddy Power is signing on as the official sponsor of the PDC World Darts Championship. The uniquely British event takes place from December 15-Junauary 3 at the Alexandra Palace in London and is the professional dart playing world’s equivalent of the Super Bowl or Masters Golf Tournament.
To promote their newest sponsorship, Paddy Power launched a new advertisement featuring some of the biggest names in professional dart playing including Peter Wright, Gerwyn Price, Michael van Gerwen, Dimitri van den Bergh and Michael Smith. The ad is rife with humor and inside jokes about professional dart players. A big part of the advertisement involves a “marketing expert” trying to get dart legend Peter Wright to trade in his trademark dyed mowhawk haircut for a more updated look. “You’re getting a bit too old for the funny hair and the clown trousers,” the champion is told.
“When we agreed to step up to the oche with the PDC as new sponsors of the World Darts Championship, we knew we’d hit the bullseye. This tournament is the ultimate example of sport colliding with entertainment, a mix we at Paddy Power are naturally drawn towards. Getting stuck into a sponsorship as iconic as the World Darts Championship at Alexandra Palace is hugely exciting for our brand, and we can’t wait to make our mark…maybe just not directly on the pro players!” Paddy Power’s Michelle Spillane gushed in a recent blog posting on the PDC’s website.
PDC Chief Executive Matt Porter was similarly enthused adding, “We’re delighted to welcome Paddy Power back to darts as our new title sponsors of the World Darts Championship – a deal which they’ve announced in their typically unique fashion with the help of some of our biggest stars.”