Breaking: Paddy Power’s Even Bigger 180 Hits Record £1.25 Million for Prostate Cancer UK at World Darts championship
Table of Contents
- 1. Breaking: Paddy Power’s Even Bigger 180 Hits Record £1.25 Million for Prostate Cancer UK at World Darts championship
- 2. Campaign Highlights at a Glance
- 3. context and Impact
- 4. What It Means for Fans
- 5. Engagement and Next Steps
- 6. Two questions for readers
- 7. Fundraising Mechanics at the Championship
Paddy Power has topped its fundraising target at the World Darts Championship, delivering a record £1.25 million for Prostate Cancer UK through the Even Bigger 180 campaign. The haul stems from on-stage performances at Alexandra Palace and widespread public support across the UK and Ireland.
The campaign’s flagship pledge—£1,000 for every 180 scored—accounted for £1,127,000 of the total after players posted a championship-record 1,127 maximums. An additional £123,000 came from the Darts of Destiny initiative, which invited fans to donate in exchange for a shot at a nine-dart challenge before the final.
with this year’s sum, the three-year arc of Paddy Power’s sponsorship has now raised £3,277,780 for Prostate Cancer UK. Funds have backed UK research and services, including the TRANSFORM trial, aimed at improving approaches to prostate cancer screening amid the absence of a national program.
The campaign has coincided with rising public awareness. During the tournament, more than 145,000 men completed Prostate Cancer UK’s online risk checker, with about 113,000 flagged as higher risk and advised to consult their GP. prostate cancer remains the most common cancer among men in the UK.
On the darts side, Luke Littler led the way with 73 maximums, marking the second year in a row he set the pace.Across his three appearances at Alexandra Palace, he has now delivered 212 180s, generating £212,000 for Prostate Cancer UK through the campaign mechanism.
Beyond the arena, 1,127 dartboards were made available in selected Paddy Power shops across the UK in return for donations, extending engagement beyond live events.
The 2025–26 World Darts Championship once again underscored the power of major sporting events to drive charitable giving and health awareness, with darts drawing large television audiences and sustained public involvement during the winter sports calendar.
Campaign Highlights at a Glance
| Key Fact | Value |
|---|---|
| total raised this year | £1.25 million |
| Pledge per 180 | £1,000 |
| Recorded maximums (this tournament) | 1,127 |
| Darts of Destiny donations | £123,000 |
| three-year campaign total | £3,277,780 |
| Shop-based fundraising darts | 1,127 boards |
| Luke Littler’s 180s (career at event) | 212 |
| Littler’s fundraising from 180s | £212,000 |
context and Impact
The fundraising aligns with ongoing efforts to improve prostate cancer screening and awareness. Public participation helped spotlight the disease as the most common cancer among UK men, reinforcing the need for continued support for research and patient services.
What It Means for Fans
Sports-led fundraising campaigns can transform tournament moments into lasting health outcomes. Fans who joined the Darts of Destiny initiative or supported the pledge helped unlock significant funds for research and care.
Engagement and Next Steps
As the campaign enters its next phase, supporters can expect continued involvement through in-shop events and digital campaigns tied to major darts events. The partnership demonstrates how sports communities can drive meaningful social impact year after year.
Two questions for readers
How do you feel about charity campaigns tied to major sports events?
would you participate in a similar “pledge per score” or challenge-style fundraising effort?
Disclaimer: For health concerns, consult a medical professional.This article provides general information and is not a substitute for professional medical advice.
Share your thoughts in the comments below and tell us how sports fundraising has touched your community.
Fundraising Mechanics at the Championship
Paddy Power’s Even Bigger 180 Campaign – Overview
- launched ahead of the 2026 World Darts Championship, the “Even Bigger 180” initiative expands the original 180‑deal concept, pairing every televised 180 (three perfect darts) with a £1 donation to Prostate Cancer UK.
- The campaign targets both live‑stream viewers and in‑venue spectators, integrating betting odds, social‑media challenges, and a dedicated donation widget on the Paddy Power app.
Fundraising Mechanics at the Championship
- Live‑Betting Trigger: Whenever a player hits a 180, the odds automatically shift, prompting a £0.10 micro‑bet that is routed directly to Prostate Cancer UK.
- Fan‑Driven Donations: Viewers can vote on “180‑Boost” moments via Twitter or the Paddy Power platform, unlocking additional £5,000 pledges from corporate sponsors.
- Match‑Day Matching: For every £1 donated by a fan, Paddy Power matches it pound‑for‑pound up to a daily cap of £100,000.
Record‑Breaking £1.25 Million Milestone
- By the final night of the tournament, the campaign recorded £1.25 million in total contributions, surpassing the previous year’s £850,000 record by 47%.
- The influx includes:
* £750,000 from direct fan bets
* £300,000 from corporate match‑funding
* £200,000 from philanthropic “180‑Boost” events
Impact on Prostate Cancer UK
- Research Funding: The £1.25 million bolsters the “Early Detection Program,” accelerating the rollout of new PSA testing kits across 30 NHS trusts.
- Patient Support: Allocation of £400,000 to the “Men’s Health helpline” enhances 24/7 counseling services for over 5,000 newly registered callers.
- Awareness Campaigns: £150,000 funds a national media push tying the darts audience to prostate health education, resulting in a 22% rise in online symptom‑checker usage.
Key Campaign Highlights During the World Darts championship
| Date | Player | 180 Count | Donation Trigger | Total Raised (that day) |
|---|---|---|---|---|
| 1 Jan 2026 | michael van gerwen | 3 | £0.30 micro‑bets | £180,000 |
| 3 Jan 2026 | Peter Wright | 5 | £0.50 micro‑bets + sponsor boost | £250,000 |
| 5 Jan 2026 | Gerwyn Price | 2 | £0.20 micro‑bets | £140,000 |
| 7 Jan 2026 (Final) | Nathan Aspinall | 4 | £0.40 micro‑bets + live‑match match‑funding | £420,000 |
Benefits for Paddy Power and the Betting Community
- Brand reputation: Aligning with Prostate Cancer UK positions Paddy Power as a socially responsible bookmaker, enhancing trust among the 12 million UK betting customers.
- Customer Retention: The micro‑bet model increases average session length by 15%, as players stay engaged to see real‑time donation updates.
- Regulatory goodwill: Demonstrates compliance with the UK Gambling Commission’s “Community Contributions” guidelines, reducing scrutiny risk.
Practical Tips for Future Charity Campaigns
- Integrate Real‑Time Data Feeds – Use APIs to capture live sport events (e.g., 180s, goals) and instantly trigger micro‑donations.
- Leverage Social Proof – Display a live “donation leaderboard” on the betting platform to motivate peer competition.
- Offer Tiered Matching – Provide higher match ratios for peak hours or high‑visibility matches to amplify impact.
- Partner with Influencers – Enlist darts legends and health advocates to amplify campaign messaging on Instagram and TikTok.
Case Study: Fan Engagement Through the “180‑Boost” Challenge
- Objective: Increase average donation per viewer by 20% during the semi‑finals.
- Execution: Fans voted via a hashtag (#180Boost) for a specific player to receive a £10,000 sponsor pledge if they hit a 180 within a 5‑minute window.
- Result: The challenge generated £75,000 in additional donations, a 23% uplift compared with standard micro‑bet contributions.
Real‑World Example: Match‑Day Donation Widget
- A pop‑up widget on the Paddy Power mobile app displayed: “A 180 just happened! Add £0.10 to support Prostate Cancer UK.”
- Click‑through rate averaged 8.4%, translating to £52,000 in extra funds on the tournament’s opening day alone.
Future Outlook – Scaling the Even Bigger 180 Model
- Cross‑Sport Expansion: Plans to replicate the micro‑donation trigger for cricket (sixes) and football (penalty goals) by Q3 2026.
- Technology Upgrade: Incorporating AI‑driven prediction models to anticipate high‑impact moments, allowing pre‑emptive sponsor pledges.
- Community Partnerships: Negotiating with NHS charities to channel a portion of proceeds directly into regional screening programs, ensuring measurable health outcomes.
