The BIG 180 - World Darts Championship

Paddy Power

Client: Prostate Cancer UK

At the World Darts Championship, Prostate Cancer UK received the biggest charity donation in darts history from Paddy Power. A massive £1 million. During Paddy Power’s first year as the headline sponsor of the iconic event at the Ally Pally, The BIG 180 saw them pledge £1k to the charity for every 180 thrown. The players landed a record total of 914, which Paddy Power rounded up to £1 million. The lifesaving partnership saw over 136,000 men check their risk of prostate cancer through the online risk-checker on the Prostate Cancer UK website. A five-fold increase year on year. 71% of these men were found to be at higher-risk of the disease and encouraged to speak to their GP about a PSA blood test. The campaign, backed by the players and the PDC, got huge interest across national media, took over Paddy Power stores, was promoted on city centre billboards, with social media content and videos engaging millions of followers. This was the biggest campaign in Paddy Power history. Celebrities, darts stars and influencers embraced the campaign with new champion Luke Humphries donating some of his winnings. Even Prime Minister Rishi Sunak endorsed the impact of The BIG 180.