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Irish bookmaker Paddy Power have hit the bullseye with a major new sponsorship of the PDC World Darts Championship – the sports showstopping event attended by thousands and watched by millions over the festive period.

The betting brand unleashed a clip via their social media channels today, applying their typically mischievous methods to unveil news they will back the blockbuster tournament which kicks off at the famed Alexandra Palace venue in London from December 15 to January 3.

Watch video here - Paddy Power Darts Video

In the spoof video, their in-house team ‘marketing experts’ try to convince two-time World Champion Peter Wright to upgrade his trademark look, 2021 winner Gerwyn Price of the endless benefits in changing his nickname and suggest Michael “Bully Boyâ€_x009d_ Smith to find a more woke one.

To coincide with the release date for tickets going on sale, the video sees mega-stars of the sport subjected to the wild whims of their new sponsors who have signed an exclusive three-year deal with the PDC.

“You’re getting a bit too old for the funny hair and the clown trousers,â€_x009d_ they tell 53-year-old Peter Wright, a player renowned for his trademark style and wildly colourful mohawk.

When Gerwyn Price steps into the meeting room, they proffer a new nickname for the Welsh pro darts player.

“What about Gerwyn ‘Smart’ Price? We could land you a deal with Asda!â€_x009d_

Price points out the major retail chain no longer use ‘Smart Price’ as a marketing ploy they suggest Gerwyn ‘Half’ Price, adding that he should consider cutting his body mass by 50% to complete his new look.

They then turn their attention to three-time World Champion Michael van Gerwen, suggesting he steal Simon ‘The Wizard’ Whitlock’s moniker but step it up a notch.

“You could fly in on stage on a broom!â€_x009d_ they say, proudly whipping a broomstick from their side.

Next on the receiving end of their scathing critique is Belgian pro Dimitri Van den Bergh, famed for dancing to his chosen walk on song, Happy, by Pharrell Williams.

“Wow, that was really something! You look a bit like Neil from The Inbetweeners,â€_x009d_ they remark.

They suggest to a perplexed Michael “Bully Boyâ€_x009d_ Smith lean into the fact that he’s a family man and take on a song from The Smiths to walk into the Ally Pally.

Speaking about the exciting new partnership, Paddy Power’s Michelle Spillane 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.â€_x009d_

“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…maybe just not directly on the pro players!â€_x009d_

PDC Chief Executive Matt Porter added: “We’re delighted to welcome Paddy Power back to darts as our new title sponsors of the World Darts Championship – a deal which they’ve announced in their typically unique fashion with the help of some of our biggest stars.

“The World Darts Championship is the flagship event in our sport, and Paddy Power’s involvement will add extra excitement to an event which is already the highlight of the festive sporting period.â€_x009d_

The news was announced today as the PDC confirmed tickets will go on priority sale from Monday July 31, and general sale on Wednesday August 2.

The bumper partnership between the PDC and Paddy Power marks a significant investment by the betting giants, who will naturally aim to employ their devilishly clever marketing tactics to elevate Paddy Power World Darts Championship to a whole new level.

Ticket information can be found at

About Paddy Power

Paddy Power was born in 1988 thanks to the merger of three Irish bookmakers who decided to do things a little bit differently. What started out as a betting firm has grown into one of the biggest and best-known entertainment brands in the industry (you can view our best hits HERE).

We merged with Betfair in 2016, and FanDuel in 2018. Our oddball approach has seen the company grow exponentially from 30 shops to 500 in the UK & Ireland today, not to mention the launch of, poker, casino, live casino, bingo and games channels.

Paddy Power is part of Flutter Entertainment plc, which is an international sports betting and gaming operator listed on both the London and Irish Stock Exchanges.

Although we’ve grown to a bit of a behemoth, we’ve not forgotten our roots – offering value for our customers, served with a side of mischief.

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