We worked with Paddy Power to create striking, impactful event branding and engaging activations for their headline sponsorship of the Champions League of Darts.
Paddy Power Champions League of Darts
Project Overview
The Champions League of Darts is an eight-player championship, which sees the best players in the world descend on the Brighton Centre for a weekend of high-class darting action.
This was Paddy Power’s first time as a headline sponsor of a sports event and it was our pleasure to bring their famous brand to life. We produced and installed all event branding including the external look, the foyer, the stage and the arena.
We created a colourful atmosphere with xylobands that lit up the crowd and engaged fans with exciting experiences:
- 3-dart challenge against former world champion Raymond Van Barneveld for a chance to win £100.
- Paddy Power Photo Area: fans could dress up in darts-themed props and get a polaroid printout or a photo sent via email.
- Best Seat in the House: in each session, two fans will be chosen to sit in reclining armchairs next to the oche, with a beer fridge and table service.
We also worked with Paddy Power to provide the solution for their innovative approach to the 9-dart finish bonus, where the money would be split between the whole crowd, with tokens and distribution plans in place.
Outcome
The striking green branding of Paddy Power was experienced by the thousands that attended over the Saturday and Sunday, with all the fan activations a great success. Plenty of money was given away, hundreds of photos were taken and a handful of lucky fans got to experience the action up close in the best seats in the house. The Brighton Centre was packed, with the crowds roaring and showing their support for the players.
With millions tuning in on the BBC and around the world the exposure for Paddy Power was hugely significant and the client was delighted with how the event looked and came together. There was a strong brand connection created with the fans because of a multisensory, interactive and impactful experience delivered by us.
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