Paddy Power Extends World Darts Championship Sponsorship Through 2031
Paddy Power Extends World Darts Championship Sponsorship Through 2031
Paddy Power has today announced an extension to their sponsorship of the World Darts Championship for another five years, keeping the Irish betting brand as the event’s title sponsor until at least 2031.
Paddy Power first became headline sponsor of the iconic Alexandra Palace tournament in 2023, and their involvement has helped strengthen the event’s reputation as one of the biggest highlights on the sporting calendar. The new agreement, reached with the Professional Darts Corporation, means the partnership will continue for a further five years beyond the current deal.
A major part of Paddy Power’s sponsorship has been its charity work with Prostate Cancer UK. Across the 2024 and 2025 Paddy Power World Darts Championships, the company has donated more than £2 million to the charity through a series of high-profile fundraising initiatives. Central to those campaigns is the pledge to donate £1,000 to Prostate Cancer UK for every 180 scored during the tournament, turning big moments on stage into direct support for life-saving research.
Paddy Power also introduced a unique nine-dart bonus, designed to add extra excitement for fans while raising even more for the cause. Under this initiative, whenever a player hits a perfect leg, a total prize of £180,000 is split evenly between the player, one lucky fan in the crowd, and Prostate Cancer UK. That bonus was triggered twice at last year’s tournament, boosting both the drama and the donations.
The funding raised through these campaigns has supported Prostate Cancer UK’s transform trial, described as the biggest and most ambitious prostate cancer screening trial for 20 years. The study aims to revolutionise early diagnosis by testing the most promising screening approaches, including different combinations of blood tests, genetic testing and imaging.
Alongside the financial contribution, Paddy Power has also used its platform to raise awareness of prostate cancer and encourage men to take action early. Through social media channels, its retail estate and wider marketing activity, the brand has pushed messaging about Prostate Cancer UK’s online risk checker, helping men understand their risk and what steps they can take next. During the first two campaigns, more than 300,000 men used the risk checker, with 222,000 finding they were at high risk of getting prostate cancer.
Looking ahead to the next tournament, Paddy Power has renewed its goal of encouraging 180,000 men to check their risk during the 2026 World Darts Championship as part of the even bigger 180 campaign. The company is also urging the public to enter its darts of destiny fundraising challenge. This competition will select one person at random from those who enter, giving them the chance to step on stage at Alexandra Palace and win £180,000 live. To claim the prize, the chosen participant must score at least 180 points from nine darts in front of the crowd.
Beyond charity, Paddy Power has continued to develop the fan experience at Alexandra Palace, with branded entertainment and an interactive fan zone designed to keep supporters engaged before play begins. The sponsor’s marketing style has also produced widely shared social content, helping the World Darts Championship reach new audiences while maintaining the lively tone that has become part of the tournament’s identity.
Paddy Power Extends World Darts Championship Sponsorship Through 2031
This year’s Paddy Power World Darts Championship is scheduled to begin on Thursday, December 11, with the final taking place on Saturday, January 3, 2026.
Commenting on the new deal, Paddy Power said: “The Paddy Power World Darts Championship is the greatest party in sport and we’re proud to extend our sponsorship for another five years. We promise we’ll keep bringing more excitement, entertainment and unmistakable Paddy Power mischief to the event wherever it’s held. But above all, we are very proud to be able to use our sponsorship to help the vital and life-changing work Prostate Cancer UK do. Our Big 180, Bigger 180 and Even Bigger 180 charity initiatives have become huge, award-winning campaigns and we look forward to continuing to support a push for a world where no man dies of prostate cancer.”
PDC chief executive Matt Porter added: “Paddy Power has had a hugely positive impact on the World Darts Championship over the past two years. Their creativity, investment and passion for the sport have elevated the tournament to new heights, delivering an unforgettable experience for fans in the arena and millions watching around the world. We are delighted to extend this partnership through to 2031 and look forward to working together to continue growing the event, supporting the players, and using the global platform of darts to raise vital funds and awareness for Prostate Cancer UK.”
