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Paddy Power will remain the title sponsor of the PDC World Darts Championship after agreeing a new five-year extension that secures the partnership until 2031. The deal continues one of darts’ most high-profile commercial relationships and reinforces the Flutter-owned brand’s long-term commitment to the sport’s flagship event at Alexandra Palace.
Since first taking on the title role in 2023, Paddy Power has played a central role in reshaping the tournament’s commercial and cultural profile, combining increased investment, high-impact marketing and large-scale charitable initiatives alongside record prize money growth.
The new agreement follows Paddy Power’s initial three-year deal signed in 2023, which was due to expire after the upcoming edition of the tournament. Under the extension, Paddy Power will continue to work closely with the PDC’s commercial and marketing teams, providing creative support and brand activation across live events, broadcast coverage and digital platforms.
The partnership has coincided with significant growth in the World Darts Championship’s commercial appeal, culminating in a £1m winner’s prize for the current edition, double the amount awarded to the 2025 champion.
A defining feature of the partnership has been its link to Prostate Cancer UK. Since 2023, Paddy Power has donated more than £2m to the charity through tournament-linked initiatives and nationwide awareness campaigns.
Central to this effort is the nine-darter bonus. When a perfect leg is thrown, £180,000 is split between the player, a fan inside Alexandra Palace and Prostate Cancer UK. The moment has already occurred twice during previous championships and has become one of the event’s most recognisable features.
For the upcoming tournament, Paddy Power has renewed its charitable commitment with the “Even Bigger 180” campaign, aiming to encourage 180,000 additional men to complete Prostate Cancer UK’s online risk checker.
Beyond financial investment, Paddy Power’s marketing presence has become a defining part of the World Darts Championship experience. The brand has delivered interactive fan zones, high-visibility in-arena branding and viral social media campaigns designed to amplify the tournament’s unique atmosphere.
A new “Darts of Destiny” fundraising initiative will also launch this year, giving one randomly selected participant the chance to throw for £180,000 live on stage at Alexandra Palace, further blending entertainment, fan engagement and charity fundraising.
The extended sponsorship ensures continuity for the PDC as the World Darts Championship continues to grow its global audience. PDC leadership has credited Paddy Power’s creativity and investment with elevating the tournament’s profile both inside the arena and across international broadcasts.
With the partnership now secured until 2031, both parties are positioned to build on recent momentum while maintaining a strong focus on responsible engagement and long-term charitable impact.
Sources: SportsPro, PDC
