It’s the ultimate corporate hospitality, the perfect B2B activation and the most unexpected trend in UK sports marketing – darts.
You might not associate the ‘Greatest Show on Earth’ – the PDC World Darts Championship at Ally Pally – with high-level B2B client acquisition, but for those of us who have worked the circuit, the power of darts as a client-winning tool is undeniable.
The recent buzz around Matchroom’s Netflix documentary, The Greatest Showmen, is more than just a captivating piece of television. I’s a global spotlight on a sport that has quietly become a UK marketing powerhouse.
It’s also a powerful reminder of my own history in the game—from brokering WD-40’s sponsorship of James ‘The Machine’ Wade back in 2008 to connecting Volkswagen Commercial Vehicles with Michael van Gerwen and coordinating the Speedy Open tournament.
Darts isn’t just a game. It’s a massive commercial opportunity, particularly for UK businesses looking to forge strong client relationships.
The Power of Darts
The success of Matchroom Sport, led by the dynamic father-son duo Barry and Eddie Hearn, lies in their ability to turn niche sports into must-watch entertainment. Netflix, having already revolutionised Formula 1 with Drive to Survive, is now doing the same for the “Holy Trinity of Men’s Group Chats” – darts, boxing, and snooker. They’re cementing their cultural relevance.
But for a B2B company looking to win UK clients, what does sponsoring a player like Luke Littler or partnering with an event like the UK Open actually achieve?
Unlocking Unrivalled Corporate Hospitality
Forget the stuffy box at the football. Darts events offer an atmosphere of pure, accessible joy. UK B2B firms rely on corporate hospitality to deepen relationships with key clients and darts delivers.
Fans are actively engaged and emotionally invested. Sharing that high-energy, raucous experience with a client creates a strong, positive memory and facilitates a personal connection that a cold meeting simply cannot.
Sponsorship deals often include VIP passes and even backstage access. The chance to meet a player, throw a few darts or simply soak up the electric atmosphere side-by-side with a client is an invaluable relationship-building tool.
Reaching the Core UK Customer
Darts reaches a broad, engaged and loyal demographic across the UK, far beyond traditional sports audiences.
Sponsorship, particularly player shirt patches or on-stage signage, offers frequent, high-visibility exposure on broadcasters like Sky Sports and ITV4 – often at a fraction of the cost of standard TV advertising. Brands like Wickes and Paddy Power have leveraged major tournament sponsorships to significantly boost brand love and consideration among the critical Sky viewing audience.
As demonstrated by the historic success of partnerships like Volkswagen Commercial Vehicles with players like James Wade (an ex-mechanic) and Mark Webster (an ex-plumber), the sport has a powerful resonance with the trades and key UK industrial and retail sectors.
Content and Storytelling Integration
In 2025, successful sponsorship is about more than a logo. It’s about storytelling. The rise of young, compelling figures like Luke Littler and established veterans ensures constant media buzz.
The most successful B2B brands, don’t just put up a sign. They create bespoke content, digital activations and interactive fan experiences to truly leverage the sponsorship across all digital touchpoints.
Aligning with the sport’s themes of skill, nerve, dedication and humble beginnings allows a brand to transfer those positive attributes to its own image, building credibility and trust—two essential pillars for closing B2B deals.
The current spotlight on Matchroom is a timely reminder that the true value of darts sponsorship lies in its dual power. Creating highly visible brand awareness for a loyal, receptive audience, while simultaneously providing an intimate, high-impact platform for B2B client engagement.
If you’re seeking a unique, emotionally resonant way to stand out and win over UK clients in 2025, it’s time to step up to the oche.
Visit me on LinkedIn.
Read more of my blogs.
About Me
If you enjoy my blogs, you might be curious about my background. I’ve worked in PR and Marketing since 1993. Later, in 1999, I founded a full-service agency and spent the next 24 years successfully growing it. During that time, I had the privilege of partnering with some of the biggest blue-chip brands in the UK and learned extensively from the exceptional marketing professionals I met along the way. Then, in 2023, the management team I built successfully acquired my agency, 8848, setting me free to pursue new passions.
Now, my love of marketing and communications powers our own family venture: a retreat of holiday cottages in the Peak District. I love making brands look and work better, and consequently, in just a few short years, we’ve driven significant growth. In fact, thanks to my focus on SEO, we consistently rank on page one for most key regional search terms, making 2025 our busiest year yet.
Do you need help making your brand or business perform better? If so, I’d love to meet you.