The Darts: A Marketer’s Dream

For those who are unaware, Premier League Darts tours from February to May, selling out arenas all over the UK. The darts is more than just a sport, it’s a celebration – every Thursday night people fill locations all over the UK to drink, dance and celebrate the sheer class of the world’s finest darts players.

So for a marketer it’s the dream right? 20,000 people in one location witnessing advertisement painted all over the arena, shirts painted in sponsors, and women in high heels and tight dresses escorting the players to the stage wearing sashes with sponsors on them. All of this being televised to millions at home as well.

The World Darts Championship involving the same players just the month before (Jan 2016) was broadcast all over the world to the following places;

  • UK & Ireland
  • Australia and New Zealand
  • The Netherlands
  • Germany
  • Italy
  • The Middle East and North Africa
  • Czech Republic, Slovakia and Hungary

The PDC said that “The live coverage on Sky Sports Darts reached over four million viewers across the 14 days of the William Hill World Darts Championship, including a record audience of more than 1.7 million for the thrilling final between Anderson and Phil Taylor.”

And with action like this, are you surprised?…………

I think it’s fair to say they’ve really got the ‘sizzle’ of Chaffey and Smith’s (2008)  5S’s sorted because there really is nothing like it!

Next event: Thursday 3rd March in Exeter, shown live from 7pm on Sky Sports 2.


Will Wood, Leeds Beckett University, Sport Marketing Student


PDC (2015) News. Available at: (Accessed: 26 February 2016).

Smith, P.R. and Chaffey, D. (2008) eMarketing eXcellence: at the heart of eBusiness. Butterworth Heinemann, Oxford, UK. 3rd edition


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