Paddy Power has secured a five-year extension to its title sponsorship of the PDC World Darts Championship, maintaining the partnership through at least 2031.
The Irish bookmaker announced the deal ahead of the 2025/26 Paddy Power World Darts Championship, which begins December 11 at Alexandra Palace in London, with the final scheduled for January 3, 2026.
The extension builds on Paddy Power’s existing relationship with the Professional Darts Corporation, which began with a three-year contract agreed ahead of the 2024 edition. The bookmaker has become synonymous with the sport through its creative marketing campaigns and charitable partnerships.
Major Charity Impact Through The Big 180 Initiative
Central to Paddy Power’s sponsorship has been The Big 180 campaign, which has raised more than £2 million for Prostate Cancer UK across the 2024 and 2025 championships. Under the initiative, Paddy Power pledges £1,000 to the charity for every 180 scored during the tournament.
The bookmaker has also introduced a nine-dart bonus structure, where any player who throws a perfect leg triggers a £180,000 prize pool split equally between the player, Prostate Cancer UK, and one randomly selected fan in the crowd. This bonus was claimed twice at the 2025 tournament.
Funds raised through the campaign have supported Prostate Cancer UK’s TRANSFORM trial, described as the largest and most ambitious prostate cancer screening trial in 20 years, which aims to test promising screening techniques for earlier diagnosis.
Beyond financial contributions, Paddy Power has used its social media channels, retail locations, and marketing resources to promote awareness of prostate cancer risk. More than 300,000 men have completed Prostate Cancer UK’s risk checker during the first two campaigns, with 222,000 identified as being at high risk of developing the disease.
Tournament Expansion and Prize Money Growth
The 2025/26 World Darts Championship represents the tournament’s biggest expansion in terms of both field size and prize money. The event will feature 128 players competing for a share of a £5 million prize fund, with £1 million awarded to the winner—double the previous champion’s share.
Luke Littler enters as defending champion after defeating Michael van Gerwen 7-3 in the 2025 final to claim his first world title at just 17 years old. The final attracted peak viewership of 3.1 million on Sky Sports and Now, cementing darts as a major fixture in Britain’s winter sports calendar.
The expanded format will see all 128 players enter in the first round, with the top 32 players from the PDC Werner Rankings seeded and players ranked 33-64 drawn into the left side of the bracket.
Campaign Evolution and Fan Engagement
Commenting on the extended partnership, a Paddy Power spokesperson stated:
“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’re very proud 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.”
The 2025/26 campaign, branded The Even Bigger 180, continues Paddy Power’s charitable commitment while introducing the Darts of Destiny challenge. One randomly selected entrant will have the opportunity to score 180 points from nine darts on stage at the final, with a £180,000 cash prize available if successful.
Paddy Power has also enhanced the fan experience at Alexandra Palace with interactive elements including a Fan Zone featuring spinning dartboards and challenges against professional players, alongside extensive social media engagement throughout the three-week tournament.
The partnership extends Paddy Power’s presence in major sporting events, which includes recent deals with the NFL as the league’s official sportsbook partner in the UK and Ireland for the 2025-26 season.
Source: Paddy Power
