Online gaming company Betway has signed an agreement to become the naming sponsor of the 2014 season of the Professional Darts Corporation’s Premier League Darts series.
The deal is Betway’s first major sporting sponsorship and it replaces snack food brand McCoy’s, which held the designation for the past two years. The financial terms of the agreement were undisclosed.
Betway joins a raft of PDC partners from the gambling industry. Coral sponsors its UK Open, BetVictor backs the World Matchplay and William Hill is the naming partner of the Grand Slam of Darts.
Bob Dutnall, executive director at Betway, said: "This sporting event, which has international appeal, has become a top event in the darts sporting calendar. The sponsorship adds to our brand in online sports betting where we are building a leading position."
PDC Premier League Darts is played over 16 consecutive Thursdays from February 6 to May 22 in arenas across the UK and Ireland. Reigning champion Michael van Gerwen begins the defence of his title at the Echo Arena in Liverpool this week.