PDC chief executive Matt Porter has confirmed that betting partners will continue to play a key commercial role. This will occur even as the organisation expands its sponsorship mix. Speaking on the SportsPro Podcast, Porter highlighted the growing interest from new sectors. He also reaffirmed the importance of traditional betting operators to the sport’s revenue and fan engagement.
Broader Sponsorship Base
This year, the PDC enters the World Darts Championship with a wider sponsorship portfolio than in previous seasons. New brands such as Fosters and Uber Eats now appear alongside longstanding partners. Porter noted that rising stars like Luke Littler and consistent Sky Sports coverage have increased the sport’s commercial appeal. Consequently, the PDC is developing new partnership formats to respond to growing interest.
He added that traditional branding space is limited. “We’ve got a wide range of partners [including] a hotel partner, a tyre partner, a financial services partner. There’s half a dozen or so [partners] you will see on the set when you watch our events,” Porter said. The PDC is also preparing “packages that are either digital, activation only, just different from the standard, traditional branding model.”
Betting Remains the Dominant Sector
Despite branching into new categories, betting continues to dominate PDC events. Operators such as BetMGM, Betfred, Boylesports, Ladbrokes, BetVictor, Mr Vegas, and StarGames maintain high visibility. Meanwhile, Paddy Power recently extended its World Darts Championship title sponsorship through 2031.
Porter emphasized that betting firms shape the commercial landscape. “You have to look at it commercially. The product works for betting companies and betting companies are queuing up for it. So we have to service the event first and foremost,” he said. He also highlighted the contributions of established operators, stating: “Look at the way Paddy Power amplify the World Championship. [There’s] BetMGM, Betfred, Boylesports, Ladbrokes. We’ve got well established companies from that industry who all bring something to the table. We wouldn’t work with them if they didn’t.”
No Plans to Limit Gambling Partnerships
While football has begun reducing gambling visibility on match shirts, the PDC does not plan similar restrictions. “We’re certainly not one of those sports that are going to come out and say: ‘We don’t want to have betting partners anymore’. That’s just not going to be our model,” Porter said. He added that distancing the sport from betting would be counterproductive for both the PDC and its partners.
