Paddy Power has penned a multi-year extension to its title rights sponsorship deal with the World Darts Championship.
The deal will see the Flutter-owned brand continue in its role as main sponsor for the tournament through to 2031.
Paddy Power and the Professional Darts Corporation (PDC) partnered on the original deal for the 2023-24 edition of the tournament.
The operator said it has donated more than £2m to Prostate Cancer UK since sponsoring the PDC’s flagship tournament via its 180 pledge.
Paddy Power commits £1,000 to the charity for every maximum scored at Alexandra Palace, and also donates £180,000 should a nine-darter be thrown.
The operator added it has used its social media and marketing teams to spread awareness of the charity’s online risk-checker.
Announcing the new deal, the company said: “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 promise we’ll keep bringing more excitement, entertainment and unmistakable Paddy Power mischief to the event wherever it’s held.
“But above all, we’re very proud to use our sponsorship to help the vital and life-changing work Prostate Cancer UK do.
“Our Big 180, Bigger 180 and Even Bigger 180 charity initiatives have become huge, award-winning campaigns and we look forward to continuing to support a push for a world where no man dies of prostate cancer.”
Matt Porter, PDC CEO, said: “Paddy Power has had a hugely positive impact on the World Darts Championship over the past two years.
“Their creativity, investment and passion for the sport have elevated the tournament to new heights, delivering an unforgettable experience for fans in the arena and millions watching around the world.”
This year’s championship will begin on Thursday 11 December and run until Saturday 3 January 2026.
Flutter announced last week that its promotional and marketing spend would need to be reduced as part of its “first order mitigation” response to the budget tax rises.
The post Paddy Power inks World Darts Championship title sponsor extension first appeared on EGR Intel.
Flutter-owned bookmaker commits to flagship tournament through to 2031, following two successful years of partnering with darts governing body
The post Paddy Power inks World Darts Championship title sponsor extension first appeared on EGR Intel.