British bookmaker William Hill has signed an initial two-year deal with the Professional Darts Corporation to become the new naming partner of its World Darts Championship.
William Hill replaces rival bookmaker Ladbrokes as the sponsor of the tournament under a seven-figure deal.
The World Darts Championship takes place at London’s Alexandra Palace over the Christmas and New Year period and the 72-player tournament is televised in the UK by pay-television broadcaster BSkyB.
The deal marks William Hill’s second move into darts sponsorship after it backed the Grand Slam of Darts at Wolverhampton’s Civic Hall from 2011 to 2013.