William Hill partners with Premier League darts
Betting partnership follows this month's deals with Football Association and Global Herald.
William Hill has agreed a deal to become the exclusive betting partner of the Premier League darts competition, taking over from 888.
It is the operator’s second sponsorship of a Professional Darts Corporation (PDC) event in the space of three months, following on from November’s Grand Slam of Darts in Wolverhampton.
Earlier this month William Hill announced a landmark deal with the English Football Association, making it the official betting partner of the FA Cup, while last week saw the company sign a sponsorship deal with online newspaper The Global Herald.
The Premier League Darts partnership will see Hills allow customers to bet with them at all of the competition’s venues, while also sponsoring the shirt-sleeves of competing players.
Last year’s 15-week event was sponsored by 888, with the Gibraltar-licensed operator’s 888Sport brand serving as the official betting partner of the Premier League for the duration and its casino and poker brands appearing as shirt sponsors. The main sponsor of this year’s event is crisps manufacturer McCoy’s.
A William Hill spokesman told eGaming Review “The Grand Slam of Darts was one of the best branded events we have had, with nine nights in a row live on Sky TV.
“This is a bit different as it’s spread over 15 nights, but darts fans are big sports fans in general and like to bet at the venues, and in terms of brand awareness this is great,” he added.
The first Premier League event will be held on 9 February at Manchester’s MEN Arena, featuring players such as Phil ‘The Power’ Taylor (pictured).