The Paddy Power ‘BIGGER 180’

Client: Prostate Cancer UK

Prostate Cancer UK received a £1,027,000 donation from Paddy Power at the World Darts Championship, the biggest charity donation in darts having raised £1,000,000 in 2024.

The BIGGER 180 saw Paddy Power pledge £1k to the charity for every 180 thrown (907 in total), and an additional £60k for every 9-dart finish (2). This year, funds supported the charity’s TRANSFORM trial, a ground-breaking research trial to pave the way for a national screening programme.

The lifesaving partnership saw over 180,000 men check their risk of prostate cancer through the Prostate Cancer UK online risk-checker, an increase of 32% on last year's campaign. 69% of these men were at higher risk of the disease and encouraged to speak to their GP.

The campaign, backed by the PDC, the players, referees and Sky Sports got huge interest across national media (over 2,000 pieces of coverage), as well as gathering incredible exposure across social channels.

Sir Chris Hoy came onboard as the official ambassador for the campaign after announcing his terminal diagnosis earlier last year. He promoted the online risk checker throughout and appeared on the BBC Breakfast sofa alongside Prostate Cancer UK CEO Laura Kerby. 15,052 people checked their risk that day.