William Hill Backs PDC World Darts Champs

William Hill Online has announced it has signed an initial seven-figure, two-year deal to title sponsor the World Darts Championship at Alexandra Palace in London.

The deal, signed with Barry Hearn’s Professional Darts Corporation (PDC), will see the British bookmaker back what will now be known as the William Hill World Darts Championship.

The 72-player tournament, which is broadcast live on Sky Sports, will be held throughout December and January. 

Reigning champion Michael van Gerwen – who defeated Peter Wright on New Year’s Day to lift the Sid Waddell Trophy (above) – is the early favourite with the sponsors to retain his crown, closely followed by 16-time World Champion Phil ‘The Power’ Taylor.

Sponsorship of the event represents William Hill’s second darts deal, following its three-year support of the Grand Slam of Darts between 2011 and 2013.

Kristof Fahy, the chief marketing officer at William Hill, said of the deal: ‘The World Darts Championship is a great addition to our brand sponsorship portfolio. It’s a great fit; the UK’s biggest bookmaker and the biggest event in Darts.’

PDC chairman Barry Hearn added: ‘It gives me great pleasure to welcome William Hill as the new title sponsor for the World Darts Championship.’

‘Since first being staged in 1993-94, this tournament has grown into the biggest in darts, not only in terms of prize money and stature – with over £1 million paid out in the sport’s richest event – but also with the fantastic crowds who flock to Alexandra Palace every year.’

‘With over 50,000 fans attending live and hundreds of millions more watching on Sky Sports and around the world, the William Hill World Darts Championship has an amazing global reach.’

‘We welcomed a record crowd to Alexandra Palace during the 2014 World Championship and have been amazed by the interest we’ve already had from darts-hungry fans who want to secure their seat at this year’s William Hill World Darts Championship.’

‘With qualifying events beginning to take shape worldwide, the focus of players is also shifting towards securing their places in what promises to be a special event.’