McCoy’s Secures First-Ever Sponsorship in Deal with Professional Darts Corporation

December 5, 2011

McCoy’s has been announced as the official snack of the Professional Darts Corporation (PDC), signalling the Crisp’s brands first foray into a sponsorship deal.

As part of the deal, McCoy’s will also be a partner sponsor for all other events under the PDC banner including the Grand Slam of Darts and the World Darts Championship at Alexandra Palace.

George Johnston, marketing director of bagged snacks, at UBUK, said: “Darts has reinvented itself as a sport in recent years with the support of broadcasters such as Sky Sports. Our partnership with the PDC is the perfect platform for us to engage with our core audience of young men and we’re really excited about the prospect of working with Barry Hearn and his team as well as our trade partners to ensure we can deliver great entertainment for lovers of McCoy’s and Darts.

Barry Hearn, chairman of the PDC, added: “It’s so rare to find brand partners that fit so well with the property they’re sponsoring, but with McCoy’s there is an instant link that darts fans will love and appreciate. I can’t think of a more appropriate sponsor for one of the most important events in the darts calendar and I’m looking forward to working with them to deliver world-class sporting entertainment over the coming years.”