Paddy Power, the Ireland-based betting company, has renewed its title sponsorship of the World Darts Championship for another five years, extending its support of the showpiece event to 2031.
The extension, struck with the Professional Darts Corporation (PDC), sees Paddy Power retain its position as the competition’s lead sponsor, with the new agreement starting with the 2027 edition.
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This year’s tournament is getting underway on December 11, with the final taking place on January 3, 2026, at north London’s iconic Alexandra Palace. January’s first-to-seven-set final will see the winner take home £1 million ($1.32 million) out of a total prize pot of £5 million.
The 2025 World Darts Championship marks the start of the PDC’s new major rights deal with pay-TV heavyweight Sky – a five-year deal covering the body’s competitions until 2030. Along with the World Championship, the agreement includes the Premier League, World Matchplay, the Grand Slam of Darts, the World Grand Prix, and the World Cup of Darts.
Paddy Power has sponsored the event since the 2023 edition at London’s Alexandra Palace, replacing UK online car retailer Cazoo in an initial three-year deal, with the betting company making a “significant investment” to elevate the event "to a whole new level.”
The pair’s deal has centred around prostate cancer awareness, with the Irish betting brand donating more than £2 million to Prostate Cancer UK over the last two championships, including £1,000 for every maximum hit (180) during the tournament.
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By GlobalDataThey also introduced a nine-dart bonus, which sees any player who throws at least 180 points from nine darts equally share £180,000 with one fan in the crowd, and Prostate Cancer UK– a prize that was collected twice at last year’s tournament.
Alongside the charity campaign, Paddy Power has looked to improve the fan experience during the competition with a new interactive Fan Zone at Alexandra Palace and social media content.
The renewal adds to Paddy Power’s sponsorship stable, which most recently added a deal with American football’s elite NFL in the UK and Ireland for the 2025-26 campaign.
