Paddy Power have hit the bullseye with a major new sponsorship of the PDC World Darts Championship the sport’s show-stopping event attended by thousands and watched by millions over the festive period.

The betting brand unleashed a clip via their social media channels today, applying their typically mischievous methods to unveil news they will back the blockbuster tournament which kicks off at the famed Alexandra Palace venue in London from December 15-January 3.

In the spoof video, their in-house team ‘marketing experts’ try to convince two-time World Champion Peter Wright to upgrade his trademark look, 2021 winner Gerwyn Price of the endless benefits in changing his nickname and suggest Michael “Bully Boy” Smith to find a more woke image.

To coincide with the release of this year’s tournament dates and ticket sales information, the video sees the biggest names in the sport subjected to the wild whims of their new sponsors, who have signed an exclusive three-year deal with the PDC.

“You’re getting a bit too old for the funny hair and the clown trousers,” they tell 53-year-old Peter Wright, a player renowned for his trademark style and wildly colourful mohawk.

When Gerwyn Price steps into the meeting room, they proffer a new nickname for the Welsh superstar.

“What about Gerwyn ‘Smart’ Price? We could land you a deal with Asda!” 

Price points out the major retail chain no longer use ‘Smart Price’ as a marketing ploy they suggest Gerwyn ‘Half’ Price, adding that he should consider cutting his body mass by 50% to complete his new look.