Foster’s has announced a new sponsorship agreement with the Professional Darts Corporation (PDC).
The partnership makes Foster’s the official beer partner of the PDC, putting it front and centre at events like the World Darts Championship and the Premier League Darts series.
Over the next few years, PDC events will feature Foster’s branding, pop-up fan experiences, giveaways, and lots of lager. In the off-trade, shoppers will have the chance to win a host of prizes rangeing from VIP darts experiences to limited-edition merch.
Rajeev Sathyesh, Marketing Director at Foster’s brand owner Heineken UK, commented: “We’re thrilled to be partnering with the PDC to bring some of that Aussie spirit to such an iconic sport. Darts is all about sociable, high-energy fun – which is a perfect match for Foster’s. We can’t wait to bring a slice of Aussie good times to darts fans around the world!”
Eddie Hearn, Chairman of the PDC, added: “This is a cracking partnership for the PDC. Foster’s is a household name that’s all about bringing people together, and that’s exactly what we do with darts. With their support, we’ll be taking the sport to a whole new level and giving fans even more to cheer about. It’s time to raise a glass and get ready for some unmissable action!”
The partnership kicks off with the World Darts Championship, which takes place at London’s Alexandra Palace from 15 December to 3 January.
