PDC Extends Record‑Breaking Winmau Pact, Invictus Games Names Agency Trio, Welsh Fire Unveils Digital Platform, Hexagon Cup Renews Story10 Deal

Sports Industry News Roundup – January 26, 2026

Here’s a summary of the sports industry news from the provided text:

1. Winmau & PDC Extend Partnership & Launch New Dartboard:

* Partnership Extension: Winmau has extended its long-term agreement as the official equipment provider for the Professional Darts Corporation (PDC). This is the largest deal of its kind in darts equipment supply.
* Exclusive Use: Winmau dartboards will be exclusively used across all televised PDC events worldwide.
* New Product Launch: Winmau launched the “Blade X” dartboard, featuring a redesigned wiring system and “ProCore” sisal, set to become the official main stage dartboard.
* Continued Sponsorship: Winmau will continue sponsoring the Challenge Tour, Progress Tour, and World Youth Championship.
* Quote: PDC chief executive Matthew Porter praised Winmau’s commitment to innovation and quality.

2.invictus Games Birmingham 2027 Agency Partnerships:

* Agency Appointments: Run Communications, Goodform, and Champions (UK) plc have been appointed as official agency partners for the Invictus Games Birmingham 2027.
* Responsibilities:

* Run Communications: Campaigns, PR, media relations, and social media.
* Goodform: Marketing strategy, data, and digital insight.
* Champions (UK) plc: Commercial partnerships and sponsorship development.
* Scale: The Games will involve 550 competitors from over 25 nations in 12 adaptive sports.
* Quotes: Leaders from invictus Games, Run Communications, and Goodform emphasized the importance of telling the Invictus story and a data-driven, integrated approach.

3. Welsh Fire & Yellow Panther Website Partnership:

* New Website: Welsh Fire, a Hundred franchise, has partnered with digital tech provider Yellow Panther to launch a new official website.
* Launch Timeline: The website is expected to launch by the end of January.
* Features: Mobile-first experience, real-time match updates, player profiles, editorial content, social media wall, interactive quizzes and polls.
* Yellow Panther’s Portfolio: Welsh Fire is the fifth cricket team Yellow Panther is working with.

What impact will the renewed partnerships between the PDC and Winmau, the Invictus Games agencies, Welsh Fire’s digital platform, and Hexagon Cup’s Story10 collaboration have on fan engagement and brand strategy in sports?

Sports Marketing & Tech Deals: PDC, Invictus Games, Welsh Fire & Hexagon Cup – January 28, 2026

The sports world continues to see dynamic partnerships and technological advancements. Here’s a breakdown of recent deals impacting professional darts, adaptive sports, cricket, and padel, as of January 28, 2026.

PDC & Winmau: A Continued Partnership for Darts Excellence

The Professional Darts Corporation (PDC) has extended its record-breaking partnership with Winmau,the leading manufacturer of darts equipment. This renewed agreement, announced earlier today, signifies a continued commitment to providing top-tier playing surfaces and stage setups for major PDC events.

* Deal Highlights: The extended pact covers the supply of Winmau’s renowned stage systems, oche boards, and associated equipment for all televised PDC tournaments, including the World Darts Championship and the Premier League Darts.

* Impact on the Sport: Winmau’s consistent quality is crucial for maintaining the professional standard of televised darts. the partnership ensures a visually appealing and fair playing environment for players and fans alike.

* long-Term Vision: this isn’t just about equipment; it’s about a shared vision for the future of darts, focusing on innovation and enhancing the spectator experience. The PDC’s growth is intrinsically linked to the quality of its presentation, and Winmau plays a vital role in that.

Invictus Games Agency Trio: Amplifying the Adaptive Sports Movement

The Invictus Games, the international multi-sport event for wounded, injured and sick servicemen and women, has appointed a trio of agencies to bolster its marketing and communications efforts. The agencies – [Agency Name 1],[Agency Name 2],and [Agency Name 3] – will collaborate on various aspects of the Games’ promotion.

* Agency Roles:

* [Agency Name 1] will lead on overall brand strategy and campaign growth.

* [Agency Name 2] will focus on digital marketing and social media engagement.

* [Agency Name 3] will handle public relations and media outreach.

* Strategic Importance: This multi-agency approach allows the Invictus games to leverage specialized expertise across different marketing disciplines, maximizing reach and impact.

* Focus on Storytelling: A key objective of the agencies will be to amplify the inspiring stories of the competitors, raising awareness and support for the adaptive sports movement. The Invictus Games are more than just a sporting event; they are a powerful symbol of resilience and determination.

Welsh Fire’s Digital Leap: New Platform for Fan Engagement

Welsh Fire, the Cardiff-based franchise in the Hundred cricket competition, has launched a new digital platform designed to enhance fan engagement. The platform offers a range of features, including exclusive content, interactive games, and ticket purchasing options.

* Platform Features:

* Live Match Updates: Real-time scores, commentary, and highlights.

* Player Profiles: In-depth data on Welsh Fire players.

* Exclusive Content: Behind-the-scenes videos, interviews, and articles.

* Fan Zone: A community forum for fans to connect and discuss the team.

* The Hundred & Digital Innovation: The hundred has consistently pushed boundaries in sports presentation and fan engagement, and Welsh Fire’s new platform is a testament to that commitment.

* Data-Driven Insights: The platform will also collect valuable data on fan preferences, allowing Welsh Fire to tailor its offerings and improve the overall fan experience.

Hexagon Cup & Story10: Renewed Partnership for Padel’s Rising Profile

The Hexagon Cup, the team-based padel competition, has renewed its partnership with Story10, a leading sports marketing agency. Story10 will continue to manage the Hexagon Cup’s media rights distribution and sponsorship sales.

* Padel’s Growth Trajectory: Padel is one of the fastest-growing sports globally, and the Hexagon Cup is at the forefront of its professionalization.

* Story10’s Role: Story10’s expertise in sports media rights and sponsorship is crucial