Online betting operator 666Bet has been unveiled as the official betting partner of the Singha Beer Grand Slam of Darts.

The Grand Slam of Darts is considered to be one of the highlights of the darts sporting calendar, with players from both of the sport’s major organizations, the British Darts Organization (BDO) and the Professional Darts Corporation (PDC) represented.

The operator replaces William Hill as official partner of the Sky Sports-televised event, with 666Bet branding appearing on stage and on the shirts of all 32 players. It also gains on-site betting rights at the venue.

The darts deal follows the operator's recent sponsorship deals in football, with 666Bet becoming the official shirt sponsor of English League One club Leyton Orient, and agreeing betting partnerships with Premier League sides West Bromwich Albion and newly-promoted Leicester City FC.

Barry Martin, CEO of 666Bet.com, said: “This is another important step for 666Bet as we see darts as the perfect sport to target new customers. We are already heavily involved in football and boxing partnerships, so darts was the logical next sport for us.

“Although we are mainly targeting the UK at present, we have big ambitions to push our brand into other territories around the world and we’re delighted to be associated with such a prestigious international darts tournament.”

PDC Chairman Barry Hearn added: “It is a great pleasure to welcome 666Bet as the official betting partner of this prestigious tournament. With nine days of live televised action both on Sky Sports and worldwide featuring the best players in darts, this will be a wonderful platform to showcase the 666Bet brand.”

Darts legend Phil Taylor won the inaugural Grand Slam of Darts in 2007 and has since claimed victory a further four times including last year.

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