Mccoy’s Signs Darts Sponsorship Deal

McCoy’s is to become the official snack of the Professional Darts Corporation (PDC) in the brand’s first ever event sponsorship.
 
The deal will see McCoy’s become the title sponsor of the McCoy’s Premier League of Darts, where the world’s top eight players play each other over 15 weeks across the UK, including a final at the O2 in London.
 
Additionally, as part of the deal, McCoy’s will be a partner sponsor for all other events under the PDC banner including the Grand Slam of Darts and the Ladbrokes.com World Darts Championship at Alexandra Palace.
 
MEC is working with McCoy’s and its other roster agencies to activate the partnership across McCoy’s and PDC channels, including limited edition flavours, on-pack promotions, at event engagement and social media to support the brand’s consumer connection and engagement programme.
 
George Johnston, marketing director of Bagged Snacks, UBUK, said: ‘Darts has reinvented itself as a sport in recent years with the support of broadcasters such as Sky Sports.  Our partnership with the PDC is the perfect platform for us to engage with our core audience of young men and we’re really excited about the prospect of working with Barry Hearn and his team as well as our trade partners to ensure we can deliver great entertainment for lovers of McCoy’s and Darts.’
 
Barry Hearn, chairman of the PDC added: ‘It’s so rare to find brand partners that fit so well with the property they’re sponsoring, but with McCoy’s there is an instant link that darts fans will love and appreciate. I can’t think of a more appropriate sponsor for one of the most important events in the darts calendar and I’m looking forward to working with them to deliver world-class sporting entertainment over the coming years.’

The deal was brokered by MEC Access on behalf of McCoy’s and Mean Broadcast on behalf of the PDC.