The move will give PubAid, which is supported by pubcos, industry suppliers and trade organisations, the chance to highlight the role of pubs in their communities in a positive way.
The darts tournament takes place throughout the rest of December and into January and has seen PubAid given sleeve sponsorship in the opening round matches for Ryan Joyce, Robert Owen and Ryan Meikle – with the partnership continuing for the duration of the tournament.
Every match of the tournament – running between 15 December and 3 January – is being televised live on Sky Sports from the Alexandra Palace in London so significant exposure will be afforded to PubAid.
Darts synonymous with pub
Sky Business director of hospitality James Tweddle said: “For many people, playing and watching darts is synonymous to the local pub so increasing the visibility of UK pubs and the impact they have on communities at the World Championship is a perfect pairing.”
This is the second year Sky has supported the hospitality industry via the sponsorship donation to PubAid.
PubAid co-founder Des O’Flanagan added: “The PDC World Darts Championship is an iconic tournament watched by millions so we’re delighted to make such a prominent appearance.
“Our role is more important than ever and we must continue to highlight the impact that pubs have on wider society.
Significant importance
“They are of significant importance to local communities, they raise millions collectively for charity every year, the list of what we know they do is endless, yet the rate of closure is high.
“We wish the best of luck to our sponsored players as the tournament progresses.”
After winning his opening heat against Fallon Sherrock 3-2, Meikle will now play 17-year-old superstar Luke Littler on Saturday 21 December. Joyce overcame Darius Labanauskas 3-1 and will face Danny Noppert while Owen will play Gabriel Clemens after seeing off Niels Zonneveld 3-1.
Meanwhile, the PubAid Community Pub Hero Awards are also open for entries during the time of the tournament with a specific category for pubs that support a local sports team or have a community sporting initiative and entries are free.
