PDC Seeks Multi-Million Pound Sponsor for Iconic Big Fish Darts Checkout

The Professional Darts Corporation (PDC) is seeking a multi-million-pound sponsorship deal to brand the Big Fish checkout, one of the most recognized moments in the sport.

The proposed contract would grant a brand exposure every time a player achieves a 170 checkout—the highest possible score in a single visit, consisting of two treble 20s followed by a bullseye. This branding would be implemented across all PDC events held in the United Kingdom and internationally, including the flagship World Championships at Alexandra Palace.

Sporting Group International (SGI), a UK-headquartered agency, is managing the search for a partner. The agency is understood to be seeking an annual payment in the seven-figure range based on a minimum contract term of 24 months. The PDC is specifically targeting brands within the consumer or lifestyle sectors for this partnership.

Commercial Value of the Big Fish Asset

The PDC is positioning the checkout as a high-visibility asset capable of delivering significant engagement through both live arena audiences and global broadcast reach. The sponsorship would place the brand center stage during these moments on ITV, Sky Sports and other international broadcasting stations.

The commercial appeal of the moment is supported by recent tournament data. The most recent World Championships saw a record 17 Big Fish checkouts during the event.

The ‘Big Fish’ sponsor is not just a naming rights opportunity, it’s a unique and powerful chance for a brand to own the most celebrated single moment in one of the world’s fastest-growing sports. Every time the checkout is hit on the darting circuit, both arena venues around the world and on ITV, Sky Sports and other global broadcast stations, the official ‘Big Fish’ sponsor brand will be front and centre.

Adrian Wright, chief executive of SGI

Wright stated that the timing for such a partnership is ideal due to the massive audience reach and the creative potential the asset offers for a brand partner.

Market Expansion and the Littler Effect

The push for high-value sponsorship comes during a period of rapid growth for the sport, driven largely by the emergence of double world champion Luke Littler. This surge in popularity has increased interest from non-endemic brands—companies that do not traditionally produce sports equipment.

The commercial viability of the sport’s new stars is evidenced by Littler’s existing portfolio of partnerships. He has secured deals with several major brands, including:

• Xbox
• KP Snacks
• BoohooMan
• Tradeify
• Oakley Meta smart glasses

The growth in viewership has also translated into higher stakes and wider exposure. The final of the World Championships reached a peak viewership of 4.8 million on Sky Sports. The 2026 tournament marked the first time the winner, Littler, was paid £1 million.

Adam Perfect, the PDC head of commercial, noted that the collaboration with SGI is intended to allow a brand to integrate itself into the core of the events.

Working closely with the team at SGI, this new concept provides the ideal opportunity for a brand to put themselves at the very heart of our events and connect directly with their target audiences through our global broadcast partners.

Adam Perfect, PDC head of commercial