Paddy Power is running its biggest dartboard giveaway yet. Starting December 2 at 8am, anyone who donates to Prostate Cancer UK through the Darts of Destiny page can pick up a free board.
The collection works through the operator’s UK retail shops. All locations will have dartboards available for donors.
The timing isn’t random. Paddy Power sponsors the World Darts Championship and wants to link the sport’s biggest event to a serious health issue affecting UK men.
Why 10,000 Dartboards Highlights Cancer Statistics
The number of dartboards matches an uncomfortable fact. Over 10,000 men in the UK get diagnosed with prostate cancer each year after it’s too late for a cure.
Paddy Power said the giveaway “really will put into perspective how important it is to get checked early.” They’re pushing 180,000 men to use Prostate Cancer UK’s online risk checker.
That’s a deliberate ratio. 180 is darts’ perfect score, and the operator wants to turn the sport’s signature number into health action.
What the Campaign Includes Beyond Dartboards
The free boards are just one part. Paddy Power’s “Even Bigger 180” promotion runs during the championship tournament.
On January 3, a random participant throws for the score. Every time they hit 180, Prostate Cancer UK gets £1,000.
There’s also a nine-dart bonus. If any player throws a perfect leg during the tournament, £180,000 gets split evenly. Half to the player, half to the charity.
Paddy Power noted donors “might welcome the practice” if they end up being the person on stage throwing for £180,000. Not a bad incentive.
How This Fits Paddy Power’s Health Messaging Strategy
The operator has steadily increased its prostate cancer awareness work. Using the darts championship as a platform makes sense given the sport’s predominantly male audience.
The risk checker tool takes minutes to complete. Paddy Power emphasised this specifically because getting men to engage with health screening remains difficult.
Prostate Cancer UK depends on donations to fund research. The championship runs multiple weeks, so the £1,000-per-180 donations could add up quickly depending on how the random participant performs.
The dartboard giveaway creates a physical reminder in homes. That’s probably the real goal, keeping the health message visible long after the tournament ends, and if it gets more men checking their risk, that’s 10,000 boards well spent.
