Boxing’s commercial success in the Middle East has been significant, prompting other sports to consider following a similar path. Darts is often mentioned in these discussions, but does it really need the transformation?
Adam Perfect, Head of Commercial at the Professional Darts Corporation (PDC), shared his thoughts on why darts is unlikely to follow boxing’s model in the Middle East during the latest episode of iGaming Daily.
Speaking with Joe Streeter, Editor of iGaming Expert, Perfect acknowledged the appeal of boxing’s “big one-night shows” in the region, noting they bring “huge commercial benefits for everyone”, especially for the fighters.
Although darts has made inroads in the Middle East with events in Bahrain, Perfect was quick to explain why replicating boxing’s model is unlikely to suit the way darts is structured
“Our shows are very different because they are built around the atmosphere, having a full crowd for people there wanting to attend,” he said. “Also, people watching from home want to see a great atmosphere and a buzz around the event.”
As Streeter highlighted when introducing the topic, boxing’s ties to the Middle East have strengthened significantly in recent years. The sport has perhaps never looked as commercially attractive as it does now.
Cultural roots and revenue
Boxing and darts are often compared for a number of reasons. Both sports hold deep-rooted cultural value in the UK, and both have been heavily shaped by PDC Chief Barry Hearn through Matchroom.
Some were surprised to learn earlier this year that the PDC outperformed Matchroom Boxing financially in 2023. The darts organisation reported a profit of £17.9m, compared to Matchroom Boxing’s £14.4m.
Perfect touched on several reasons behind darts’ commercial success, with one of the most significant being its ability to attract a broad and evolving audience.
“We can appeal to a broad audience of fans,” he said. “Everyone just wants to be a part of the event, and it’s our job to make sure we keep delivering.”
Rise of Luke Littler
This inclusive appeal is being driven by several factors, from staging events at multiple venues to partnerships with a range of broadcasters, including both Sky Sports and free-to-air ITV.
However, it’s the sharp rise in younger audiences that stands out most, for which much of the credit goes to Luke Littler.
Littler became a star when he made a sensational run to the 2024 PDC World Championship final, aged just 16. His underdog story captivated the public, turning the final into the most-watched non-football event in Sky Sports history.
Since then, the Warrington-born prodigy has gone on to win the World Championship and firmly establish himself as a household name. According to Perfect, Littler has “naturally brought in” a new, younger audience and tapped into mainstream media in a way few players ever have.
“He’s very strong within that gaming sector and with the younger audience,” Perfect said, pointing to the widespread media coverage and packed venues that have followed Littler’s appearances. “The kind of mainstream media that has been on site at these events has just been beyond anything that we’ve ever seen prior to these last two years.”
Perfect also highlighted the work being done behind the scenes by the PDC’s digital team to retain this new wave of fans. He explained even before Littler’s rise, the organisation had been building out content with influencers and YouTube creators to tap into the sport’s strong social media following.
“Our digital audiences have really grown well in that space,” he noted.
“That’s something that we want to continue to tap into and that applies to all players across the sport, from Luke himself to the other players at the top end of the game.”
Sticking to tradition
While boxing has embraced the commercial allure of the Middle East, darts appears comfortable following its own path. With a growing global audience and a new generation of fans driven by breakout stars like Littler, the PDC is thriving on its own terms.
When asked whether we might see a move away from the sport’s iconic home at Alexandra Palace – perhaps even to Saudi Arabia – Perfect made it clear that tradition still plays a central role in darts’ identity.
“Yeah, I mean, we’re always reviewing the location,” he said. “But I think in terms of something that is synonymous, you know, synonymous with London, it’s synonymous with being at Christmas in the UK and London, I think that’s unlikely. Let’s put it that way.”
For more on the commercial future of darts, listen to the full episode of iGaming Daily with Joe Streeter and Adam Perfect.
