Ahead of this year’s PDC World Darts Championship, title sponsor Paddy Power has revealed how it is stamping its brand on darts’ biggest competition of the year.
The Irish bookmaker has launched a new-look green dartboard as part of its mission to turn Alexandra Palace green throughout the festive season. The dartboard was produced by Winmau and will be set at the centre of a stage illuminated by a green backdrop.
A departure from the traditional red dartboard, PDC Chief Executive Matt Porter alluded to Paddy Power bringing “extra excitement” when it was announced as the World Championship’s titular sponsor in July.
Porter spoke on the move to add a green dartboard for the upcoming competition, as well as his expectations, stating: “We have always said as an organisation that we want to move and evolve with the times.
“If after 30 years of our World Championship being played on a traditional dartboard, change means improvement for the standard and quality of the sport, and it directly benefits the health of players, then we owe it to them to give it a go.
“We saw 901 180s struck during last year’s tournament and maybe we’ll break the 1,000 mark this year for the first time ever. It’s great to be working with Paddy Power and we hope the players are as excited about this change as we are.”
Taking place 15 December – 3 January, the ‘Paddy Power World Darts Championship’ will have around 90,000 fans attending the 16-day event with merchandise from the operator present.
The decision to switch to a green dartboard comes after it was found that the colour is perceived more accurately, aiding improved precision and decreasing eye fatigue.
Launched at a recent London event, darts players Michael van Gerwen, Gerwyn Price and current World Champion Michael Smith all took part in practising the new board.
“Our aim is to help make the standard of the first ever Paddy Power World Darts Championship like something you’ve never seen before,” said a Paddy Power spokesperson.
“We saw last year’s tournament make headlines all over the world. Hopefully, we can play a small part in making this year’s just that 1% better. And yes – as an Irish brand, the thought of invading an icon of British pub culture and turning the treble 20 green had its own added appeal.”