Paddy Power

The challenge:

Paddy Power is to the WDC what a 9-darter is to darts — the perfect match.

In 2023, Paddy Power became the official sponsor of the WDC. Year 1 was all about building awareness; Year 2 was focused on cementing Paddy Power’s ownership of the event and making darts the must-watch sport for Irish fans over the Christmas period. With excitement soaring — especially with rising stars like Luke Littler — it was the perfect moment to bring the electric atmosphere of Ally Pally to Ireland, making it bigger, bolder, and unmistakably Paddy Power. That’s exactly what Paddy Power asked the agency to deliver.

The solution:

With Paddy Power, there’s no half-measures — if we were going to do it, we were going to DO it. This wasn’t just a viewing party. This was a full-blown, fast-paced, adrenaline pumping celebration of darts and the Paddy Power brand, bringing the iconic Ally Pally experience to Dublin.

Inspired by the energy of a live TV show, the entertainment came as much from the crowd as it did the hosts. The venue was completely transformed: a custom Ally Pally-style entrance, dynamic lighting, recorded crowd chants, and all the buzz of the real thing (minus the questionable fancy dress). Giant screens, roaming cameras, and live commentary made sure fans felt part of the action from the first throw to the final 180. Darts-themed challenges gave fans plenty of chances to show off their (often questionable) dart skills and win prizes.

The buzz didn’t stop at The Camden. The Fanzone was featured live, on three occasions, on the Sky Sports broadcast, reaching 447,500 viewers — a first for the World Darts Championship in Ireland.

The Paddy Power Darts Fanzone wasn’t just another fan event — it set a whole new standard for how darts could be experienced in Ireland.