Paddy Power and the PDC World Darts Championships

Client: Paddy Power

How could we make Paddy Power’s darts sponsorship break through the clutter of bookie’s advertising and all the other more high-profile sporting activity (yes, we mean football). By linking the most iconic moment in darts – the cry of “one hundred and eeeeiiiighty!” – with men’s most pressing health issue, prostate cancer.

THE BIG 180 was a partnership between Paddy Power, the Professional Darts Corporation and Prostate Cancer UK. And it turned out to be one of the BIGGEST partnerships Prostate Cancer UK has ever done. Every 180 scored would result in a £1,000 donation from Paddy Power to Prostate Cancer UK with the key aim to raise awareness of prostate cancer and encourage men to assess their risk. This unlikely combination drove treble-digit percentage growth for Paddy Power’s darts betting and raised £1 million for prostate cancer research.