Paddy Power Launches ‘The BIGGER 180’ Campaign to Support Prostate Cancer UK at Ally Pally
With Sky Sports joining as an official partner, the campaign aims to “harness the combined power of darts’ biggest players and platforms to spread awareness and drive action.”
Paddy Power has renewed its commitment to raising awareness and funds for Prostate Cancer UK during the 2024/25 PDC World Darts Championship, pledging £1,000 for every 180 scored. This year, the campaign has been rebranded as ‘The BIGGER 180’ and features an exciting new addition: a £180,000 bonus for every nine-darter achieved during the tournament.
With Sky Sports joining as an official partner, the campaign aims to “harness the combined power of darts’ biggest players and platforms to spread awareness and drive action.”
Building on Last Year’s Success
Last year’s campaign, The Big 180, raised £1 million to support Prostate Cancer UK’s lifesaving work. The funds were driven by 914 180s scored during the event, with Paddy Power rounding up the donation to a seven-figure sum.
Speaking on the new campaign, Laura Kerby, CEO of Prostate Cancer UK, said:
"We’re absolutely delighted to team up with Paddy Power again for The BIGGER 180. Last year’s campaign was a staggering success – raising an incredible £1m, getting record numbers checking their risk and making a huge impact for men and their loved ones.
“With The BIGGER 180, we’re aiming to reach even more men right across the UK. And the funds we raise along the way will help us move one step closer to a future where all men are invited for regular, accurate tests – which could save thousands of lives.”
Raising Awareness and Driving Action
This year’s campaign not only seeks to beat last year’s total but also aims to inspire at least 180,000 men to use Prostate Cancer UK’s 30-second risk checker (available at prostatecanceruk.org/darts-risk).
Paddy Power reinforced the importance of this initiative in its release:
"Now for the #realtalk – Paddy’s doing all this because one-in-eight men will get prostate cancer at some point in their lives, and your risk is even higher if you’re over 50, if you’re Black, or if you have a family history of the disease.
“Most men don’t have symptoms in the early stages, and there’s currently no screening programme inviting men for regular tests. That’s why too many men are dying from prostate cancer – but finding it early, when it’s easier to treat, is critical to saving lives.”
Supporting the TRANSFORM Trial
Funds raised through The BIGGER 180 will support Prostate Cancer UK’s TRANSFORM trial, described as the most ambitious prostate cancer screening trial ever. The trial aims to determine the best way to diagnose the disease early and lay the groundwork for a national screening programme, potentially saving thousands of lives.
Matt Porter, CEO of the Professional Darts Corporation, celebrated the campaign’s growth:
"The BIG 180 was darts’ biggest-ever charity partnership, and it’s exciting to see this grow even further for the 2024/25 Paddy Power World Darts Championship.
“The BIGGER 180 will directly benefit the TRANSFORM trial, and given the amazing standard produced by players during 2024, we could not only see a record number of 180s hit during the event but also multiple nine-darters!”
Sky Sports Joins the Effort
A Sky Sports spokesperson added:
"It’s a privilege to be part of The BIGGER 180 campaign, especially after seeing the outstanding work and money raised last year. We look forward to using Sky’s platforms to widen the reach and provide meaningful change in order to help save lives.”
With the campaign expanding its scope and ambitions, The BIGGER 180 aims to make an even greater impact on prostate cancer awareness and research, driving meaningful change for men across the UK.
