Swedish online sportsbook and casino site Unibet has hit the bullseye with its latest sponsorship deal with the Professional Darts Corporation (PDC). The three-year deal means that Unibet's bookmaker will now be the exclusive title sponsor of the PDC Premier League, with its name and branding appearing at the tournament!
To mark the new sponsorship deal, the online bookmaker has produced a series of videos which it will release through its social media channels. The first takes the guise of a hidden camera prank on current PDC Premier League champion Michael van Gerwen, and one of his main rivals, Peter ‘Snakebite’ Wright.
Further videos are planned to be released in the run-up to the start of the 2018 tournament. Ebba Ljungerud, CCO of Unibet’s parent company Kindred Group, commented on the new deal, stating:
"Darts has been one of the fastest-growing sports in our sponsorship portfolio in the UK and we’re extremely excited about extending our partnership with the PDC to become the new sponsor of the Premier League. We are planning on making what we already know to be a great tournament even better. It’s grown to become the widest-reaching event in darts and we’re looking forward to 16 exciting nights across Europe. Darts is an action-packed betting sport and we will continue to bring our best-in-class activation and offer to all the fans."
PDC Chairman Barry Hearn added:
"We’re delighted that Unibet has furthered its association with us in its sponsorship of the Premier League for the next three years. The Unibet Premier League will be bigger than ever in 2018, with our success in the UK, Ireland and more recently the Netherlands leading to the introduction of a league night in Berlin next year – and it promises to be a special tournament. The Premier League’s growth since 2005 has been a phenomenon in British sport and it’s another boost that Unibet was so keen to add this prestigious event to its growing darts sponsorship portfolio."
The new season of the PDC Darts Premier League starts in February 2018, with the opening game taking place in Dublin’s 3Arena. It’ll continue on for 16 weeks, visiting several cities in the UK, including Glasgow, Newcastle, Exeter and Leeds, to name a few.
The upcoming season is not just the first that Unibet will be the title sponsor for, but it’s also the first time the PDC is visiting Germany. Darts players and fans can travel to Berlin to visit the famous Mercedes-Benz Arena for Night Four of the proceedings.
The tournament also travels to the Netherlands in April, with Night 12 taking place in the Rotterdam Ahoy for the third successive year, before returning to the UK for nights in Manchester, Birmingham and Aberdeen, before the play-offs in London in May.
Unibet is no stranger to the world of darts, and has numerous sponsorships with other dart tournaments and competitions, including the Unibet World Grand Prix, the Unibet Champions League of Darts, and the Unibet European Championships.
The new sponsorship deal comes as the online bookmaker’s deal to sponsor the European Championship is drawing to a close. The original two-year agreement was signed in 2015, with the second tournament of that deal running from the 26th to the 29th of October at the Ethias Arena in Hasselt, Belgium.
However, given the sportsbook’s strong support for darts and its betting markets, it looks likely that the company will strike another deal to extend the current one. PDC Chairman Barry Hearn spoke recently about the status of the tournament:
"The Unibet European Championship has grown in stature over the past seven years to become one of the most prestigious titles in our sport. Last year's European Championship was a memorable tournament which featured many fantastic matches, a stunning nine-darter and some fantastic crowds in Germany. The move to the Ethias Arena in Belgium will add an extra dimension to this tournament in a country where darts is thriving now, both following the emergence of Kim and Ronny Huybrechts and the young talent which is coming through on the PDC circuit."
The bookmaker’s reach now extends around the world, as it also sponsors the Melbourne Darts Masters and the World Series Finals. If you'd like to see all the latest odds for the upcoming professional darts tournament or simply would like to check out the bookmaker's site, visit Unibet and receive a generous welcome bonus!