Ties between betting and darts have been further strengthened as Betfred announced an extension with the Professional Darts Corporation (PDC) to continue sponsoring the World Matchplay.
As a result of the renewal, UK retail and online operator Betfred will remain as the title sponsor of the major darts competition until at least 2030, signalling a five-year deal with the PDC.
Betfred Owner Fred Done commented: “The Betfred World Matchplay is one of the highlights of the year – I love the seaside party atmosphere coupled with top quality sport. We’re delighted to extend our sponsorship with the PDC for another five years, during an exciting period for darts as a sport.
“The quality of the field has never been stronger, and we can only see these tournaments continuing to grow in the coming years.”
In addition to sponsoring the World Matchplay for a further five years, Betfred will also remain as the title sponsor for the Women’s World Matchplay across the next five years.
The deal was announced as the latest World Matchplay tournament kicked off last weekend, launching the partnership on the eve of the tournament that began on 19 July at the Winter Gardens in Blackpool.
This announcement also confirmed that the prize money on offer in the biggest Summer competition in the sport is set to increase, rising to £1m in 2026 with £225,000 to be received by next year’s victor.
The Women’s World Matchplay prize fund will also be increased next year, with £40,000 announced as the prize fund for 2026’s competition.
“Betfred have become synonymous with the World Matchplay since joining us as title sponsor in 2019, and it’s wonderful that they’ve extended that support for a further five years,” added PDC Chief Executive Matt Porter.
“Their backing of the Betfred Women’s World Matchplay echoes their commitment to the sport, and we’re excited that prize money for both events will increase from 2026.
“This year’s Betfred World Matchplay sold out in record time following the huge success of our 2024 tournament, and we can’t wait to get back to Blackpool alongside Betfred next week.”
Darts dynasties
As the sport of darts continues its meteoric rise with social media engagement increasing significantly in recent years – thanks to the simultaneous rise of teenage darts sensation – several operators have launched bids to build a dynasty within the sport.
Last year, Paddy Power hosted its first World Championship competition as part of a multi-year deal with the PDC, gaining title sponsorship of the biggest tournament in the sport and making the event its own through a tailored marketing campaign and many brand activations.
Meanwhile, BetMGM has also cemented its position within the sports, gaining sponsorship rights for the 17-week long Premier League Darts competition last year.
Betfred in sports
Through its latest sponsorship agreement, Betfred has furthered its impact in the sporting world – increasing its visibility amongst sports fans through partnerships with clubs and competitions across the UK.
For example, Betfred has been the title sponsor for Rugby League’s top division for several years, extending its initial 2017 partnership back in 2023 to remain as a title sponsor until 2026 at least.
Securing such a prominent sponsorship within typically-northern working class sports such as Rugby League allows Betfred to remain close to its roots, having been founded in Salford and being based in Warrington.
The operator has also strengthened its ties to horse racing in recent years, agreeing to extend a deal with The Jockey Club last year to sponsor The Derby Festival at Epsom Downs until 2026.
