Before the World Darts Championships kicked off in December, we caught up with Tony Kenny to chat about William Hill and their plans for sponsoring the show-piece event. Fast forward a few weeks and with the darting hysteria dying just a little, SBC spoke with him again to find out how it all went.
SBC: Tony, William Hill must be delighted at the interest and excitement generated by the quality of the darts?
TK: I loved the whole event – the atmosphere, the darts and the drama is like no other sporting event I’ve ever attended.
SBC: How successful was the William Hill darts iOS App and did it face any challenges that you weren’t expecting?
TK: We showcased the app at Ally Pally and it went down really well. We’re constantly evolving the app and the number of markets available on it.
SBC: In terms of marketing, are there any promotions that you ran that you’d be keen to avoid next time around?
TK: Everything went to plan. We’ll have plenty more surprises in store next year though!
SBC: Did you manage to surpass that £10 million on bets taken for the tournament?
TK: Yes. We’re just collating all of the international figures but we’re way up on last year.
SBC: Besides the usual match winner and outright markets, were there any markets that received a surprising amount of bets?
TK: The nine-darter markets market were really popular. The surprise market was ‘who will have the best three-dart average of the session’ betting. I suppose for a punter to be able to get Michael van Gerwen or Phil Taylor at odds against during any session of the tournament is a major attraction.
SBC: And finally, what is your favourite memory of what was a great event?
TK: Gary Anderson’s nine-darter in the semi-finals was a highlight, but Dmitri van den Bergh’s walk-on in the second round – I’ve never seen anything like that before!
Tony Kenny, Head of Sponsorship and PR