Betting Brand? Yes. But This Wasn’t Business As Usual

Last year, Paddy Power signed a three-year title sponsorship deal for the PDC World Darts Championship —a move that, on paper, might have looked like another traditional betting play. 

But what followed was anything but ordinary. 

Instead of focusing solely on betting promotions or odds-based advertising, Paddy Power flipped the script—delivering a campaign that blended humour, purpose, and deep fan engagement. 

So, What Made This Campaign Stand Out? 

Here’s how Paddy Power turned a sponsorship into a standout cultural moment: 

  • “Bigger 180” Campaign 
    Raised over £1 million for Prostate Cancer UK, while turning a simple darts reference into a powerful call to action. 
  • Nine-Darter Bonus 
    Offered a £180,000 prize, split between the player, a fan, and Prostate Cancer UK—blending performance, philanthropy, and fan excitement. 
  • Men’s Health Awareness 
    With Sir Chris Hoy as campaign ambassador, they encouraged 180,000 men to check their prostate cancer risk—150,000 have already done so. 
  • Fan Zone Activation 
    Created an interactive fan zone at Alexandra Palace, complete with a spinning darts board, ‘beat the pro’ challenges, and a vibrant, festival-like atmosphere. 
  • Creative Social Content
    Delivered highly engaging content across social platforms, blending Paddy Power’s trademark wit with meaningful messaging. 

More Than Marketing 

This wasn’t just a campaign. It was a case study in what sponsorship can be when creativity, cause, and community come together. 

Paddy Power prioritised fan experience, championed men’s health, and helped grow the visibility and appeal of darts as a sport—all while reinforcing their brand in a bold, authentic way. 

The Takeaway? 

Great sponsorship goes beyond logo placement. It’s about impact. Relevance. Purpose. And delivering something that resonates beyond the event itself. 

Paddy Power didn’t just sponsor darts—they made a cultural contribution. And in doing so, they’ve set a new standard for what sports partnerships can look like. 

Lena Stroem specialises in identifying exceptional leadership and rising talent within the Sports Marketing and Digital space, working across a diverse range of sports and markets. 

If you’re hiring or exploring your next role, please connect with Lena.