Background

BetMGM were announced as the title sponsor of the 2024 Premier League Darts, hot on the heels of the 2023 World Championships which captured the nation.

We were tasked with celebrating the kick-off of the sport’s biggest roadshow in Cardiff in a way that would surprise and entertain fans, anddemonstrate that the golden era of darts had arrived.

How We Got There

With BetMGM striving to do things bigger and bolder than their competition, sponsorship of the Premier League Darts offered a
chance to celebrate in an eye-catching way as the tournament
kicked off in Cardiff.

We erected three giant, golden darts in various locations across the
city, capturing the attention of media, fans and passers by, with the activation appearing on multiple national news broadcasts.

The activity was strengthened by utilising the Premier League Darts players in media interviews, which also carried imagery of the giant darts as the BetMGM Premier League was announced with a bang.