Paddy Power's Bigger 180 campaign has struck gold once again, achieving remarkable success during the 2025 PDC World Darts Championship. The Irish bookmaker revealed it donated over £1 million to Prostate Cancer UK through its innovative charity initiative, following the formula of £1,000 for every 180 hit during the tournament.
This year's championship, which concluded on January 3, not only saw thrilling matches but also emphasized key public health issues. With 907 maximums (180s) achieved and two nine-dart finishes by players Christian Kist and Damon Heta, Paddy Power's total contributions reached £1.027 million. This figure marks a significant increase from last year's total of £914,000.
The excitement during the tournament culminated with English teen prodigy Luke Littler securing his first world title, defeating Dutch darts icon Michael van Gerwen 7-3. Littler's triumph has not only elevated him to the status of the youngest-ever world champion but also played a substantial role in drawing viewership and sponsorship to the sport.
Paddy Power's campaign was strategically tied to raising awareness for prostate cancer, which is the most common form of cancer among men. Jack Wilson, Paddy Power's Head of Content, highlighted the social responsibility aspect of the campaign, noting, “We thought the first Paddy Power World Darts Championship last year was big but 2025 went to a whole new stratosphere.”
Wilson added, “Darts really is the people’s sport. TV viewing figures have gone through the roof and for those lucky enough to attend, it really is the hottest ticket in town.”
The championship drew impressive numbers, with the final being watched by over 3.1 million viewers, indicating the sport's growing popularity during the winter months. This strong following was complemented by the dynamic partnership between Paddy Power and the Professional Darts Corporation (PDC).
Besides the monetary contributions, the Bigger 180 campaign engaged the public by encouraging men to check their risk of prostate cancer. Since the campaign's launch, over 150,000 individuals have reportedly participated, with Sir Chris Hoy stepping forward as the initiative's ambassador. Both Paddy Power and Sky Sports urged 180,000 men to take action, showcasing the campaign's effectiveness as both entertainment and advocacy.
Wilson expressed optimism about the potential impact of the campaign on men’s health: “It’s been a huge few weeks for darts and men’s health, and everyone at Paddy Power is excited to see where it goes next.”
Throughout the championship, the bookmaker also focused on enhancing the fan experience, presenting engaging activities within its fan village at Alexandra Palace. Features like spinning dartboards and ‘beat the pro’ challenges enriched the overall atmosphere, receiving positive feedback from attendees.
Social media engagement was another avenue through which Paddy Power connected with fans, posting engaging darts-related content throughout the three-week event.
Looking toward the future, the Bigger 180 initiative exemplifies how sporting events can marry entertainment with social responsibility. Paddy Power’s commitment to supporting Prostate Cancer UK reinforces the significance of public awareness campaigns and highlights the bookmaking industry's potential to effect positive societal change.
With the numbers celebrating both the sport of darts and significant charitable donations, it’s clear the Bigger 180 initiative will continue to make waves. Darts lovers can expect even more exciting developments as this inspiring campaign evolves moving forward.