Bathroom manufacturer Twyford has secured a 12-month sponsorship deal with two-time Professional Darts Corporation (PDC) world darts champion Adrian ‘Jackpot’ Lewis, in an effort to raise brand awareness with installers, the trade and end consumers.
The deal means the Twyford branding will be displayed on the front of all of his competition shirts until May 2016 with the potential to reach an audience of over ten million.
Over the next 12 months Lewis, who was born in Stoke-on-Trent and still lives in the area, will be making guest appearances for Twyford, the first of which is a visit to Twyford’s Alsager headquarters where he is challenging staff to a friendly game of darts.
VIP tickets to the World Championships and other live televised events will also be up for grabs and Lewis, ranked number four in the world, will be promoting the Twyford brand to his 100,000 Twitter followers.
Sabine Mané, head of marketing at Twyford, said: “Darts is a highly popular viewing sport attracting both female and male audiences across a wide demographic. We look forward to a highly productive relationship over the next 12 months and we are proud to be associated with Adrian because of his local roots.”
PDC darts is the second most watched sport on Sky Sports and tournaments are played and broadcast in countries all over the world. Over 250,000 spectators attend darts tournaments in the UK every year and an audience of over ten million was reached by PDC darts on TV in 2012.