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Betting brand Paddy Power will remain the title sponsor of the Professional Darts Corporation (PDC) World Darts Championship after agreeing an extension until 2031.
Key details:
- PDC and Paddy Power sign five-year deal
- World Darts Championship to continue to benefit from access to Paddy Power’s marketing team
- Paddy Power also renews charitable pledge to Prostate Cancer UK with ‘The Even Bigger 180’ campaign, aiming to encourage 180,000 more men to check their risk
Context:
Paddy Power first signed on as title partner of the PDC World Darts Championship in 2023, agreeing a three-year deal set to expire after this year’s edition of the tournament, which runs from 11th December to 3rd January. The Flutter Entertainment-owned brand replaced car-sales platform Cazoo.
The partnership between the PDC and Paddy Power has seen the introduction of the nine-darter bonus. When a player completes a perfect leg, UK£180,000 (US$238,000) is split between the player, a fan inside Alexandra Palace, and Prostate Cancer UK.
Paddy Power’s financial commitment to the PDC has also contributed to record prize money for the World Darts Championship, with this year’s winner taking home UK£1 million (US$1.3 million) – double the amount Luke Littler received in January for claiming the 2025 title.
Comment:
“Paddy Power has had a hugely positive impact on the World Darts Championship over the past two years,” said PDC chief executive Matt Porter. “Their creativity, investment and passion for the sport have taken the event to new heights, enhancing the experience for fans in the arena and millions watching worldwide.
“We are delighted to extend this partnership to 2031 and look forward to building on this success while continuing to support Prostate Cancer UK’s essential work.”
Paddy Power added: “The Paddy Power World Darts Championship is the greatest party in sport and we’re proud to extend our sponsorship for another five years. We’ll continue bringing excitement, entertainment and unmistakable Paddy Power mischief to the event, wherever it’s held.
“But above all, we’re proud to support the vital, life-changing work of Prostate Cancer UK. Our Big 180 charity campaigns have become huge, award-winning initiatives and we’re committed to helping create a world where no man dies of prostate cancer.”
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