30 November 2023 , 16:09
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Michael Smith and his Paddy Power PDC World Championship rivals will be throwing to save men’s lives at Alexandra Palace.
In a spectacular pledge, the title sponsors have promised to donate £1,000 to Prostate Cancer charity for every 180 at the tournament from December 15 to January 3. Last year, when ‘Bully Boy’ landed his maiden world title, a record 901 maximums were scored at Ally Pally.
That means the Irish bookies could be looking at a £1 million payout on top of their £2.5m-a-year sponsorship deal with the Professional Darts Corporation. Godfather of the oche Phil ‘The Power’ Taylor, who wore Prostate Cancer’s Men United badge when he conducted the World Championship draw with Dennis Priestley on Monday, said: “It’s a brilliant gesture. When you are on that stage, you are throwing to win life-changing sums of money - now the players will be throwing to change lives by saving them.”
There will not be a new look dartboard on display at this year's World Darts ChampionshipAs part of their stand against the single biggest killer of males in the UK, Paddy Power want 180,000 men to undertake a 30-second test to check their risk. One man in eight will contract the disease, which is curable if treated early.
Mischievous Paddy Power had left players baffled - and in some cases concerned - after revealing the red treble 20 bed would be changed to green on dartboards used at Ally Pally as part of their sponsorship deal. But they came clean yesterday and admitted it was all a ruse to preface their prostate cancer charity partnership with the PDC.
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A spokesperson for the bookies said: “We apologise to Michael Smith, Peter Wright, Michael Van Gerwen or any of the other players if we caused them undue stress. But if it grabbed the attention of them, and just a fraction of the wider darts fraternity, then it will all have been worthwhile.
Paddy Power have taken over sponsorship of this year's World Darts Championship (PA)“Our aim is to hit men right between the bullseyes with our Big 180 campaign, which will be unmissable this Christmas.”
Queen of the Palace Fallon Sherrock had admitted her unease over the ruse to change the treble 20 lipstick from red to green, saying the unfamiliar optics felt “weird.”
PDC chief executive Matt Porter said: “When Paddy Power suggested pranking our players about the changing the ‘red bit’ to green, it sounded like a huge risk. But it was one we were willing to take if it means millions of men who tune into the PDC Darts World Championship, alongside their loved ones, are encouraged to take 30 seconds to look after their health.”