Paddy Power Scores Big with First-Ever World Darts Championship Sponsorship

Paddy Power's debut sponsorship of the PDC World Darts Championship turned out to be a great move. The timing was perfect as a 16-year-old sensation reached the final, attracting global attention. It seemed like Paddy Power had chosen the ideal year for this sponsorship.

As the 2024 PDC World Darts Championship final played out at London's Alexandra Palace, Paddy Power's strategic branding was prominently displayed, giving the impression that the Flutter-owned brand had meticulously orchestrated the entire tournament.

The remarkable journey of 16-year-old Luke Littler captivated people in offices, pubs, and households worldwide as he delivered an unexpectedly impressive performance, securing the runner-up position in his debut World Championship.

While Littler may have appeared older, a humorous nod to the Inbetweeners character Will McKenzie emphasized his youthful nature: "His mum still buys his trousers – sixteen.

Ladbrokes and William Hill have had their presence on the Alexandra Palace walls in the past, but Paddy Power's inaugural sponsorship seems to have outshone them with the most compelling storylines. In an era where social media magnifies extraordinary achievements like Littler's, one can only imagine the abundance of TikTok videos, Twitter, and Instagram posts featuring Paddy Power since the Championships began on December 15.

Littler's debut and Paddy Power's first venture into sponsorship proved to be extraordinary. Of course, there was an element of luck involved, fitting for the gambling industry: Littler's unexpected journey to the final would have surprised most observers worldwide, including probably the majority of Paddy Power employees, who likely hadn't heard of him before the tournament.

The ultimate champion, Luke Humphries, delivered some of the finest darts the world has witnessed, adding more sporting prestige to the Paddy Power-sponsored spectacle. Even the renowned darts referee Russ Bray, known for his iconic "one huuuuuundred and eighty" call over the last three decades, chose this match as his final before retiring – a bonus storyline, perhaps, for Paddy Power.

On the World Championships' opening day, Connecting Brands Director Russ Yershon joined me on the Huddle to discuss the advantages of sponsoring a major darts tournament. Back then, he highlighted the extensive coverage and exposure Paddy Power would gain at Alexandra Palace, especially considering darts is Sky Sports' second-most viewed sport after football and becomes the UK's most significant betting sport during the World Championships.

Little did we anticipate how the narrative of a 16-year-old reaching a professional world final would catapult the sport of darts into an even larger public spotlight. I must shamelessly mention that I did predict Humphries' ultimate victory on that Huddle.

Throughout, Paddy Power maintained its unique approach. Amusing TV ads between matches were complemented by the brand's customary tongue-in-cheek social media posts. Only Paddy Power would present the world champion with a 'Ballon d'Art' trophy, almost as large, if not larger, than the actual World Championship version.

Beyond the humor, the Ballon d'Art trophy was a commendable initiative, not just from a marketing perspective. Before the semi-finals, Paddy Power committed to donating £832,000 ($1m) to Prostate Cancer UK, correlating with the 832 tournament 180s thrown up to that point. As the semi-finals and final concluded, with a new record of 914 tournament 180s, the donation increased to £914,000—a significant contribution in the fight against a devastating disease. This goes beyond good PR; it's a beautiful and impactful contribution to a very worthy cause.

This week, Gambling Insider suggested that the gambling industry should make a New Year's resolution to move past compliance failures from 2023. Paddy Power seems to be leading the way with its 'Big 180' initiative, showcasing how betting operators can positively impact society.

In another well-timed move, the Flutter brand has achieved more marketing success by sponsoring the Darts World Championship. This sponsorship is highly coveted in the sports betting landscape, with calls even coming from politicians to broadcast it on free-to-air UK channels.

Since Paddy Power's involvement at 'Ally Pally' (Alexandra Palace), things have gone exceptionally well for the operator. In gambling terms, it's like hitting the jackpot, and in the language of darts, Paddy Power has truly hit the bullseye.