Foster’s, the Australian beer brand, has announced a new sponsorship deal with the Professional Darts Corporation (PDC) governing body.
The multi-year partnership makes Foster’s, owned by Heineken UK, the official beer partner of the PDC.
Through the agreement, the brand will have a presence at major PDC events such as the showpiece World Darts Championship and the Premier League Darts series.
This will entail Foster’s having PDC event branding, running fan experiences, and giveaways, which will include prizes such as VIP darts experiences and limited-edition merchandise.
Eddie Hearn, chairman of the PDC, said: “Foster’s is a household name and with their support, we’ll be taking the sport to a whole new level.”
The deal is set to debut at the upcoming World Darts Championship, which begins on December 15 at London’s Alexandra Palace.
