Paddy Power has announced significant success for its BIGGER 180 initiative, which has now surpassed the £1 million mark during the Paddy Power World Darts Championship (WDC). This campaign, which is entering its second year, involves the sportsbook donating £1,000 to Prostate Cancer UK for each 180 scored throughout the tournament. Entering its third year, the exciting initiative has garnered immense interest, demonstrating the power of sports to contribute to important health causes.
Last week saw the campaign award an additional £180,000 bonus, divided evenly between Prostate Cancer UK, the player who delivers the perfect leg, and one randomly selected fan present at the event. Today marks the final day of this engaging competition, with 17-year-old darts prodigy Luke Littler set to face off against Dutch legend Michael van Gerwen. The final is anticipated to generate extra donations, but the heartfelt message of the campaign is underscored by former track cyclist and racing driver Sir Christopher Hoy. He stated, “This isn’t just about trophies or donations – it’s about saving lives. It takes just 30 seconds to check your risk, and it could save your life.”
With just one day remaining, this year’s £1 million total has already exceeded the previous year's total of £914,000, which Paddy Power rounded up to the million mark. The funds raised are directed to support Prostate Cancer UK’s TRANSFORM trial, which aims to create a comprehensive national screening program for prostate cancer. Hoy added, “Reaching the £1 million mark is a huge milestone for The BIGGER 180 campaign, and we are now one step closer to making a long-lasting and meaningful change to men’s health by funding Prostate Cancer UK’s TRANSFORM trial.”
Prostate cancer is often labeled as the silent killer among men, with approximately 1 in 8 expected to be diagnosed at some point. Alarmingly, another man receives this diagnosis every 15 minutes. With 23% of men reluctant to discuss their health issues—even with close friends—it is clear more awareness is needed. Hoy has encouraged fans to celebrate the end of the BIGGER 180 campaign with the hope for one last nine-darter, which would trigger yet another significant bonus donation to the cause.
Paddy Power captures the essence of the campaign poignantly, stating, “This campaign isn’t just about trophies – it’s about dads, brothers, grandads, and mates.” They also emphasized the importance of taking actionable steps toward health—“We’ve smashed £1 million, but the real victorycomes when men take action. Don’t miss your shot – take the risk checker today.” Prostate Cancer UK’s risk checker offers men the chance to explore their family history and answer medical questions directly linked to their risk levels, making it more accessible for men to understand and address their health needs.
The significance of such campaigns cannot be overstated. With over 880 180s scored throughout the tournament, Luke Littler has emerged as the biggest contributor, achieving 64 scores of 180. Players like Callan Rydz and Chris Dobey have also made notable contributions, hitting 43 and 36 180s, respectively. These statistics only promise excitement as the final match approaches—a showdown between Littler, who looks to avenge his loss from last year's final against Luke Humphries, and Van Gerwen, who aims to dispel doubts about the old guard of darts.
This year’s BIGGER 180 initiative is not just another corporate social responsibility campaign; it is paving the way toward substantive awareness and outcomes for men’s health. The urgency brought by this campaign coincides with the closing moments of the PDC World Darts Championship, marking it as both celebratory and transformative, encouraging men everywhere to check their risk and take charge of their health.