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Thomas Vergnolle

Are Darts becoming the most bankable sport of 2024 ?




Darts, once confined to pubs and social clubs, has emerged as an undeniable force in the global sports landscape. In this in-depth article, we will delve into the multiple facets that have propelled darts to the status of a bankable sport, attracting major sponsors. Our focus centers on the remarkable story of Luke, the young prodigy whose colossal contract symbolizes the phenomenal rise of darts.


The key to this meteoric ascent lies in the television success of darts competitions, particularly the PDC World Championship. The numbers speak for themselves: the 2024 final drew nearly 2 million viewers on Sky Sports, marking a staggering 33% increase from the previous year's viewership of 1.5 million. This rapid audience growth prompted broadcasters such as ITV and the BBC to sign agreements to showcase darts tournaments, expanding the sport's reach.


The shift towards a global competition has been nothing short of extraordinary. In 2006, when all eight quarterfinalists were English, darts was primarily a UK-dominated affair. Fast forward to 2022/23, and the semifinals featured a German, a Belgian, a Dutchman, and an Englishman. The World Cup of Darts expanded from 32 to 40 teams, underscoring the sport's growing international reach.


Player rivalries have not only captivated fans but have also significantly contributed to the sport's fervor. Luke's emergence recalls the time when Phil Taylor and Raymond van Barneveld ignited competitions. Passionate commentators like Wayne Mardle add a layer of emotion to each match, enhancing the sport's appeal.


The Covid-19 pandemic acted as a catalyst for innovation in the world of darts. The launch of the Home Tour, a creative response to the temporary halt of events, generated impressive numbers, with online viewership surpassing 1 million on several nights. This underscored the sport's adaptability to the digital world. Viral moments, such as Luke's nine-darter, garnered global attention, showcasing how digital platforms can propel sporting highlights.


The financial landscape of darts has undergone a seismic shift. The PDC Order of Merit, based on tournament earnings, reached a peak of over £7 million for the top ten players. It's no longer just a handful of dart players making a living; now, almost the entire top 20 are full-time professionals. The level of competition has risen, paving the way for lucrative sponsorship deals.


The evolution of darts is epitomized by the young prodigy Luke, who recently signed a monumental contract reportedly worth £40 million. Luke's outstanding performances and viral impact caught the attention of Ariel Helwani, a giant in MMA journalism in the United States, highlighting the globalization of the sport.


Luke's nine-darter and Wayne Mardle's passionate commentary extended beyond television screens, taking social media by storm and creating a global buzz. Media outlets worldwide covered these moments, reinforcing the image of darts as a modern and dynamic sport.


Darts, once considered a simple pub pastime, now reigns supreme in sports marketing, with a global viewership and financial landscape that continues to skyrocket. Globalization, captivating rivalries, digital adaptation, and the emergence of talents like Luke have propelled this sport to new heights. The dart, once an anonymous projectile, now aims for the stars of sporting and commercial success. The best is yet to come, and this phenomenon will continue to inspire an ever-expanding global audience. A shift in sports sponsorship towards niche sports like darts is on the horizon.

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