Sky extends partnership with the PDC

A new five-year deal has been struck between Sky and the Professional Darts Corporation, marking nearly 40 years of collaboration between the two businesses. 

The new deal means pubs and bars will be able to screen over 60 days of live coverage from the biggest darts tournaments every year, including the PDC World Darts Championship, Premier League, World Matchplay, Grand Slam of Darts, World Grand Prix and World Cup of Darts.  

New research from Sky Business has revealed a surge in interest in darts, with fans visiting pubs and bars across the UK to enjoy live coverage. Out of home viewing figures, for example, have nearly doubled between 2021/22 and 2024/25, demonstrating the growing appeal of the sport and the power of the ‘Luke Littler Effect’ for hospitality venues.

Darts has firmly established itself as one of the most important sports to show, second only to football. 

"The growing popularity of darts highlights its unique ability to bring people together," says James Tweddle, director of hospitality at Sky Business. "Pubs and bars provide the perfect atmosphere to enjoy the excitement of live sport, and last year’s record-breaking viewing figures show how much darts resonates with fans. There’s an exciting opportunity for all our hospitality partners ahead of the Premier League kicking off and we’re proud to play a part in making this possible for venues and their customers."

Extending partnerships

Sky Business has also announced a new multi-year, multi-product deal with Admiral Taverns, extending the existing partnership to provide Sky TV to 200 sites in its Proper Pubs division.  

The new deal will see the roll-out of Sky Q to more than 200 pubs across England, Scotland and Wales, which will also include access to the Sky Sports+ channel and app.  

"Community pubs are an integral part of the UK’s social tapestry – they are hubs which bring people together and sports viewing plays a significant role in this," says David Wigham, commercial director at Admiral Taverns. "Giving our pubs the capability to show multiple sports which our customers love, helps to further cement them at the heart of their communities."

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