Bullseye! Toyo Tires Partners With Professional Darts Corporation

Toyo Tires has announced that it is to become an official partnerof the Professional Darts Corporation (PDC) in a three-year deal commencing atthe forthcoming William Hill World Darts Championship. Darts has enjoyed a boom over the past decade, with stars such asworld number one Michael van Gerwen, flamboyant Peter “Snakebite” Wright andreigning World Champion Rob Cross becoming household names.

Darts is bigger than ever as a televisual spectacle through thePDC’s £14 million of prize money on its global circuit and Toyo Tires looks setto capitalise on this audience, spearheading a sponsorship campaign that willsee them reach an unprecedented number of viewers around the world.

Darts and tyres perhaps aren’t natural sponsorship bedfellows, butthen Toyo has never really been a stereotypical kind of company – preferring aninnovative, unconventional approach to most aspects of tyre marketing. With extensive sponsorship deals in place with some of theplanet’s most talented automotive celebrities, the Japanese firm has clearlyset its sights at a similar level of darts talent through its partnership withthe PDC.

Branded Toyo Tires patches will be worn by all 96 players at the forthcomingWorld Championship, to be held over the festive period in London, and Toyo willalso have further strategic brand placement throughout the PDC season.Partnering with the PDC looks to be a shrewd move, as the globalTV audience for the many tournaments that are set to take place throughout 2019in over a dozen events where Toyo Tires will enjoy a presence is trulybreath-taking at an estimated 40 million viewers. In the UK alone, this figure is expected to exceed 7.3 millionviewers, eclipsing many other televised sports, while over 500,000 fans willattend PDC events worldwide during 2019.

Professional stars are now competing for huge prize money pots,and with the PDC being headed up by seasoned promoter Barry Hearn, there’s nodoubt that Toyo’s investment will net significant brand recognition and TVcoverage to boot.

“It gives usgreat pleasure to welcome Toyo Tires as a partner of the PDC during anincredibly exciting time for the sport,” said PDC Chairman Barry Hearn.

“We’re aboutto begin the sport’s biggest-ever event as 96 players compete for £2.5 millionin prize money at the William Hill World Darts Championship, where Toyo Tires’branding will enjoy significant worldwide exposure.

“With ourglobal tour only set to expand further as the sport continues to grow, we lookforward to an exciting partnership with this global brand.”