Kindred Group’s Unibet brand has signed a three-year deal with the Professional Darts Corporation to replace Betway as the title sponsor of the Premier League darts tournament.
The 16-week tournament takes place across the UK, Ireland and the Netherlands, with next year's event expanding to include Berlin, Germany.
The Unibet Premier League will be the newest addition and the 13th Unibet-sponsored darts event following the success of the initial partnership of the Unibet Masters back in 2014.
Since then Unibet has become the partner of the Unibet European Championship, the Unibet World Grand Prix, the Unibet Champions League of Darts, as well as the World Series Finals and Melbourne Darts Masters. The operator has also extended partnership with The Masters and European Championship until 2018.
“Darts has been one of the fastest growing sports in our sponsorship portfolio in the UK and we are extremely excited about extending our partnership with the PDC to become the new sponsor of the Premier League,” Kindred Group chief commercial officer Ebba Ljungerud said. “We are planning on making what we already know to be a great tournament even better.
“It’s grown to become the widest-reaching event in darts and we’re looking forward to 16 exciting nights across Europe. Darts is an action-packed betting sport and we will continue to bring our best-in-class activation and offer to all the fans.”
PDC chairman Barry Hearn added: “We’re delighted that Unibet have furthered their association with us in their sponsorship of the Premier League for the next three years.
“The Unibet Premier League will be bigger than ever in 2018, with our success in the UK, Ireland and more recently the Netherlands leading to the introduction of a league night in Berlin next year, and it promises to be a special tournament.”
The 2018 Unibet Premier League will kick off on Thursday February 1st in the 3Arena in Dublin, less than a week after the 2018 edition of The Unibet Masters.