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A long run of lively nights at Alexandra Palace stays on the calendar after the Professional Darts Corporation confirmed a new multi-year extension with Paddy Power. Fans get more of the energy that the brand brought into the arena, and the partnership grows well past the oche in 2025 and beyond.
Good to Know
The renewed agreement stretches the partnership another five years, locking in support for the flagship event through 2031. Paddy Power first took over title sponsorship in 2023, and the brand quickly shaped the World Darts Championship into a louder, more global spectacle.
One of the major talking points has been the charity work tied to the tournament. Across the 2023 to 2025 cycle, the company donated over £2 million to Prostate Cancer UK. Those funds contribute directly to the TRANSFORM trial, the most ambitious prostate cancer screening study in the past twenty years, aimed at improving early detection through newer testing methods.
The nine-darter bonus has become a fan favourite. When a player hits the perfect leg, £180000 gets split between the player, one fan inside Ally Pally, and Prostate Cancer UK. Two perfect legs landed last year, creating unforgettable celebrations in the arena.
The company has also channeled its marketing reach toward health awareness. Using retail sites, media platforms and social channels, Paddy Power encouraged men to check their prostate cancer risk online. More than 300000 men used the risk checker during two campaigns, and 222000 learned they had elevated risk.
For the next edition of the championship, the operator is returning with a stronger goal through a fresh initiative called The Even Bigger 180. The aim is simple: inspire another 180000 men to run the Prostate Cancer UK risk check.
Another new feature called Darts of Destiny adds more drama to this year. One randomly chosen entrant will get the chance to step onto the Ally Pally stage and throw nine darts for a shot at £180,000. Scoring 180 points secures the full prize.
The in-venue experience continues to grow as well. Paddy Power plans to keep expanding its Fan Zone format, complete with interactive games and lively visual branding. Viral social clips from the venue now travel far beyond London, giving fans around the world a taste of the unique championship atmosphere.