Paddy Power, the Ireland-based betting company, has replaced UK online car retailer Cazoo as the title sponsor of the World Darts Championship in a three-year deal.
The tie-up, struck with the Professional Darts Corporation (PDC) and announced yesterday (July 10), starts with the 2023-24 edition of the event, which takes place at Alexandra Palace in London, UK, from December 15, 2023, to January 3, 2024.
Go deeper with GlobalData
While financial terms were not disclosed, the PDC said Paddy Power had made a “significant investment” to elevate the event “to a whole new level.”
Michelle Spillane, Paddy Power’s marketing and brand director, said: “When we agreed to step up to the oche with the PDC as new sponsors of the World Darts Championship, we knew we’d hit the bullseye.
“This tournament is the ultimate example of sport colliding with entertainment, a mix we at Paddy Power are naturally drawn towards. Getting stuck into a sponsorship as iconic as the World Darts Championship at Alexandra Palace is hugely exciting for our brand, and we can’t wait to make our mark.”
The deal ends Cazoo’s short reign as title sponsor, having held the rights to the 2022-23 edition after expanding an existing deal with the PDC to replace the previous title sponsor William Hill.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalDataCazoo’s exit from darts comes as the company withdraws from several sports sponsorships after announcing last September it would be shutting down its European business and cutting 750 jobs, pulling the plug on operations in France, Germany, Italy, and Spain.
It marked the second time in 2022 that the brand had cut jobs after it announced similar redundancies in the UK in June of that year.
Last month, Spanish soccer club Valencia announced local real estate group TM Real Group would replace Cazoo as its main sponsor only one year after the car retailer signed a multi-year contract ahead of the 2022-23 season.
Cazoo also ended its sponsorship of English Premier League side Aston Villa, French side Marseille, and German club SC Freiburg. It also chose not to renew its agreements with the England Wales Cricket Board and World Snooker Tour.
In April, it was announced Betfred would replace Cazoo as the main sponsor of the UK’s top flat racing classics, the Derby and the Oaks.
