Paddy Power has been unveiled as the new sponsor of the PDC World Darts Championship which takes place in London over the Christmas and New Year period and which attracts millions of TV viewers.

The betting firm replaces Cazoo who did a one-year deal in 2023 following on from rival betting brands Ladbrokes and William Hill who had their name over the event since 2003.

The betting brand unleashed a clip via their social media channels today in which their in-house team ‘marketing experts’ try to convince two-time World Champion Peter Wright to upgrade his trademark look, three-time champion Michael Van Gerwen to steal a rival player’s nickname and suggest that Michael “Bully boy” Smith find a more woke one.

“You’re getting a bit too old for the funny hair and the clown trousers,” they tell 53-year-old Peter Wright, a player renowned for his trademark style and wildly colourful mohawk.

They suggest to a perplexed Michael “Bully Boy” Smith to lean into the fact that he’s a family man and take on a song from The Smiths to walk into the Ally Pally.

 

The partnership will run for an initial three years.

“We have hit the bullseye in joining forces with the PDC to sponsor the World Darts Championship,” said Paddy Power Marketing and Brand Director Michelle Spillane.

“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”

“We’re delighted to welcome Paddy Power back to darts as our new title sponsors of the World Darts Championship – a deal which they’ve announced in their typically unique fashion with the help of some of our biggest stars,” added PDC Chief Executive Matt Porter.

“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.”