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The Professional Darts Corporation (PDC), along with the CEOs of Prostate Cancer UK, have responded to the success of THE BIG 180 campaign at the World Championships.
Launched in partnership with Flutter Entertainment-owned Irish bookmaker Paddy Power, the campaign sought to raise money for awareness of Prostate Cancer UK’s charitable operations.
The BIG 180 saw Paddy Power pledge to donate £1,000 for every 180 hit during the three-week competition. Following the final on 3 January, 914 had been hit for a total donation of £914,000, which was rounded up to £1m.
Prostate Cancer UK Chief Executive, Laura Kerby, said: “Thanks a million! It’s been a magical few weeks at the Paddy Power World Darts Championship and we were absolutely thrilled this morning when Paddy Power agreed to round up the £914,000 to an incredible £1m.
“With every maximum thrown by both Lukes and the world’s top players; with every iconic shout of ‘180’ we have made a huge difference to men affected by this disease – and their loved ones too.”
The 3 January final saw Luke Humprhies secure his first WDC title, seeing off competition from Luke Littler, the teenage darts prodigy from Cheshire whose performance throughout the tournament caught a flurry of media attention.
The match at London’s Alexandra Palace, or the ‘Aly Paly’, was the most watched non-football event in the history of Sky Sports with 3.71 million viewers, whilst also driving an uptick in betting activity according to B2B sportsbook supplier Kambi.
Victorious Humprhies – who received Paddy Power’s Ballon d’Art trophy for scoring 73 180s for a total donation of £73,000 – also announced that he would be donating some of his £500,000 prize money to Prostate Cancer UK.
PDC Chief Executive, Matt Porter, remarked: “THE BIG 180 has been a fantastic campaign and for Paddy Power to be donating £1m to Prostate Cancer UK is an incredible gesture which will make such a difference to a wonderful charity.
“Our players were sensational in hitting a record number of 180s during the Paddy Power World Darts Championship and they deserve huge credit for the way that they’ve supported Prostate Cancer UK too.
“We’re already seeing THE BIG 180 having an impact with the number of men using the online risk checker in recent weeks and this is a campaign which will make a huge difference in so many ways.”
Paddy Power was first named as the WDC partner back in July 2023, but drew more attention to the tournament in September when it announced that it would be colouring the double 20 section of the board green, in line with its brand colours.
This was later revealed to be a stunt to kickstart and draw attention to THE BIG 180 campaign and Prostate Cancer UK. The trio have highlighted how one in eight men will be affected by prostate cancer, making it the most common form of cancer in males, and encourage men to test for the disease.
Kerby continued: “The fact Luke Humphries and Luke Littler raised £136,000 between them, is testament to their efforts in the tournament and a huge well done to Luke Humphries for winning a maiden title, with the Ballon d’Art extra sweet given his family’s connection to the cause.
“We’re thrilled at the success of the campaign to date and as well as some sharp shooting from the players, it’s hugely encouraging that 92,634 people have completed our online risk checker.
“A massive thanks to Paddy Power for driving forward this campaign, for the PDC and of course those laser-focussed players for peppering the treble 20 bed. It’s been essential viewing from start to finish, and has almost certainly saved lives too.”
