Since becoming the headline sponsor of the PDC World Darts Championship, Paddy Power has leveraged the star power of Luke Littler, as well as building unique activations to help support the sports growing popularity.
Paddy Power has once again donated more than $1.35m (£1m) to Prostate Cancer UK following Luke Littler’s second consecutive World Darts Championship victory on January 3.
The ‘Even Bigger 180’ campaign has been a fixture of Paddy Power’s headline sponsorship of the World Darts Championship since becoming the headline sponsor in December 2023. The Irish bookmaker donates £1,000 for every 180 landed at Alexandra Palace.
The 2025/26 edition of the competition saw a new record of 1,127 180s land throughout the tournament, resulting in £1.127m being raised and donated to Prostate Cancer UK, beating out last year’s total of £1.027m.
Six-time Olympic gold medalist and Prostate Cancer UK advocate Chris Hoy presented the World Darts Championship to 18-year-old darts phenom Littler after beating Dutchman Gian van Veen 7-1 in his third successive final appearance since his meteoric rise as runner-up in 2024.
“It’s incredible to see the Even Bigger 180 campaign raise a record breaking amount of money this year – over one million is just mind blowing and the funds raised will make a tangible difference in the fight against prostate cancer and help countless men and their families across the UK,” said Hoy.
Paddy Power and Littler’s synonymous connection
Paddy Power’s partnership with the Professional Darts Corporation (PDC) has coincided with the rise of Littler as the sponsorship began during the two-time world champion’s debut campaign at the World Championships in 2023/24.
The Even Bigger 180 initiative has raised a total of £3,277,780 across the last three years, with Littler helping to raise £212,000 after hitting 212 maximums during that time as well as hitting 73 on his way to claim the Ballon d’Art trophy for most individual 180s for a second straight year.
Littler became a worldwide sensation during his run to the final in 2023/24, lifting the global attention of darts and his own profile in the process. Paddy Power will have also felt the positive impact of being the headline sponsor of the World Darts Championship since Littler’s arrival on the world stage, with signage near the oche, as well as marketing and promotional campaigns throughout the competition.
Alongside the Even Bigger 180 campaign, Paddy Power also donated £123,000 as part of its Power’s Darts of Destiny fundraising campaign, which brought the total money raised to £1.5m and saw one UK citizen compete on 3 January for a chance to win £180,000.
Paddy Power’s fan activation
The Power’s Darts of Destiny fundraising campaign provided an opportunity for 27-year-old Curtis Griffiths from Wrexham the chance to win £180,000 if he was able to score 180 with nine darts.
He was unable to hit 180 after scoring 89 but was able to walk away with a consolation prize of £5,000.
Despite this, Paddy Power has placed an increased focus over the last three years of generating positive outcomes with its campaigns, as well as leaning on the fan experience of darts-going fans with activations that bring them a part of the action.
The partnership with the PDC is set to continue for another six years, as Paddy Power renewed its sponsorship deal before the World Championships in December until 2031.
This story was first published on Affiliate Leaders’ sister title, Insider Sport.
