Gibraltar-based bookmaker BetVictor has replaced Betfair as the new title sponsor of the World Matchplay darts tournament which takes place in July.

Run by the Professional Darts Corporation (PDC), the BetVictor World Matchplay will celebrate its 20th year at the Winter Gardens in Blackpool later this year from July 20th-28th.

BetVictor has signed a three-year deal to be title sponsor, and becomes the fourth online gaming operator to sponsor the event in the past four years. Previous sponsors including Stan James (2000-2010), SkyBet (2011), and Betfair (2012).

“It is a pleasure to welcome BetVictor as the new title sponsors of the BetVictor World Matchplay,” said PDC chairman Barry Hearn. “This tournament is a favourite for players, fans and television viewers around the world and enjoys a deserved status as one of the most prestigious titles in the sport.”

Reigning champion Phil Taylor is bidding to extend his incredible success in the tournament, having won 13 World Matchplay titles and equalled his own record run of five straight victories when he defeated James Wade 18-15 in the 2012 final.

“These are very exciting times in the world of darts and, after a magnificent World Championship and Premier League, we are delighted to lend our name to the BetVictor World Matchplay from the iconic Winter Gardens Blackpool,” said BetVictor’s marketing director Karl Riley.

The sponsorship deal was brokered by independent sponsorship agency CMSeven.

“We're thrilled to have worked with both BetVictor and the PDC in securing this exciting new partnership for the sport and we look forward to watching it develop over the coming years,” said CMSeven director Charlie Mitchell.