Overview of major industries sponsoring darts
Gambling
Gambling was the most active industry sponsoring darts with 10 active sponsorship deals as per GlobalData’s Sponsorship database. Interwetten, the sports betting operator, agreed to sponsor PDC’s European Tour events. The multi-year deal, announced in February 2022, will see Interwetten serve as the main sponsor of all European Tour events staged in Germany and Austria.
As per GlobalData’s Sponsorship database, Ladbrokes, the UK betting group, agreed on a deal to expand its partnership with the Professional Darts Corporation (PDC). As part of the four-year deal, announced in November 2018, Ladbrokes will become the official title sponsor of the Players Championship Finals, the 2021 and 2022 Masters and the 2019, 2020 and 2021 UK Open championships. Sportcal Sponsorship estimates the value of the deal to be between $1 million and $1.25 million a year.
Retail
Retail is the second most active industry sponsoring darts with 7 active deals. As per GlobalData’s Sponsorship database, Cazoo, the online car retailer, agreed on a deal to sponsor PDC tournaments. The multi-year deal, announced in January 2022, will see Cazoo serve as the title sponsor of the World Darts Championship, the UK Open, the Players Championship Finals and Masters. The deal is the latest and largest deal in the retail industry.
Beverage
The beverag industry is the third most active industry sponsoring darts with two deals signed as per GlobalData’s Sponsorship database. The most recent sponsorship deal by a company in the Beverages industry was signed in December 2021, between Ballygowan and PDC World Darts Championship, and was worth $0.18 million. As per the deal, Ballygowan will sponsor for PDC World Darts Championship from December 2021 to January 2022 season.
Sports Equipment
Sports equipment is also the fourth most active industry sponsoring darts with two deals signed as per GlobalData’s Sponsorship database. Winmau, the dartboard manufacturer, agreed on a deal to sponsor Professional Darts Corporation (PDC). The five-year deal announced in January 2022, runs until 2027. As part of the agreement, Winmau will serve as the official equipment provider to the PDC. The deal will see Winmau’s Blade 6 Triple Core artboard be used at all PDC events until 2027, including the European Tour, Players Championships, Challenge Tour, Development Tour, and Women’s Series. The PDC logo will feature on the dartboard. Winmau will also become a partner to the Challenge Tour, Development Tour, and World Youth Championship.
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