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Paddy Power turns the Ally Pally and the Treble 20 GREEN!

As new sponsors of the Paddy Power World Darts Championship – Paddy Power wanted to make their mark!

Paddy Power made headlines recently when they revealed their plans to not only turn the Ally Pally green… but the Treble 20 too! Covered on Paddy Power News, The Daily Mail and The Sun it wasn’t long before everyone had heard about it.

As you can imagine the media and fans went wild… and some players saw red, with sporting icon Phil Taylor telling the press “Nothing against Paddy Power. But don’t change what is not broken in my opinion.”

Our fabulous PR and Marketing teams at Paddy Power held their nerve! As did their partners in crime, the PDC, until they finally revealed the truth a few days later. Paddy Power will be donating £1000 for every 180 scored during the tournament in a bid to raise awareness of the fact that 1 in 8 men are diagnosed with Prostate Cancer in the UK annually, convince 180k men to check their risk via Prostate Cancer UK’s online risk checker, and (hopefully) raise £1MILLION by the end of the tournament.

This has been a welcome revelation from Paddy Power and was picked up immediately by the likes of the Daily Star and The Sun and has since been tweeted by MPs and supported by the biggest names and talent in darts! Luckily Paddy Power has been quickly forgiven and the media have thrown their full weight behind this campaign! Not a bad day at the office for Paddy Power teams at all…  

As we are all used to here at Flutter UK & Ireland -  Paddy Power weren’t finished yet! They revealed they’ll be giving a MASSIVE trophy to whoever scores the most 180’s during the tournament and thereby raises the most amount of money for PCUK. (And we mean massive… the Ballon d’Art Trophy is nearly one metre tall!)

The story doesn’t end here. This is just the beginning of this campaign and it doesn’t truly begin until that first dart is thrown.

This work is a product of the fantastic Marketing, Brand, Creative, PR Teams and beyond -  a huge round of applause is deserved for the colleagues at Paddy Power who have absolutely smashed it when it comes to this campaign! Not that we’d ever expect anything less!

Jack Wilson, Head of Content and Channels tells us:

We’ve been blown away by the reaction to The BIG 180 campaign – and yet the Paddy Power World Darts Championship hasn’t even started yet. 

Donating £1,000 to Prostate Cancer UK for every 180 thrown at Ally Pally is obviously an incredible gesture from the business, with the money going directly into the efforts to save men’s lives. Let’s hope that (red) treble 20 is pounded over the next few weeks.

But equally as important is the lofty aim to try and get 180,000 people to take Prostate Cancer UK’s risk checker before the tournament is out. One in eight men will be diagnosed with prostate cancer in their lifetime which, if caught early, is curable. Since starting the campaign we’ve seen thousands log on to take the risk checker and long may it continue – doing so could save your, or a loved one’s, life.


We can’t wait to see what the teams at Paddy Power do next…

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