Paddy Power has officially announced its sponsorship of the PDC World Darts Championship.
Ally Pally returns on 15 December, and runs through to the final on 3 January 2024, with the Irish bookmaker as its title partner.
To launch the partnership, the gambling company launched a humorous video on twitter with top players; Gerwyn Price, Peter Wright, Michael Van Gerwen, Dimitri Van Den Bergh and Michael Smith, who were each taking part in a meeting with the Paddy Power marketing team to discuss an ‘image makeover’.
Paddy Power Marketing & Brand Director, Michelle Spillane, said: “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.”
In detail, the spoof video begins with Paddy Power suggesting that Gerwyn Price should change his name, stating: “What about Gerwyn ‘Smart’ Price? We could land you a deal with Asda!”
Michael Van Gerwen – who won the Poland Darts Masters after defeating Van den Bergh in the final at the weekend – is hit with the suggestion of being nicknamed ‘The Wizard’, which he of course explains is already taken by Australian player, Simon Whitlock.
It ends with the team trying to convince Michael Smith – who won the world title this year – to change his walk on song to This Charming Man by The Smiths.
PDC Chief Executive, Matt Porter, shared his delight to welcome Paddy Power back to darts as the new title sponsors of the World Darts Championship.
He described it as ‘a deal which they’ve announced in their typically unique fashion with the help of some of our biggest stars’.
“The World Darts Championship is the flagship event in our sport, and Paddy Power’s involvement will add extra excitement to an event which is already the highlight of the festive sporting period,” Porter concluded.