Online gambling operator Unibet has agreed a three-year deal with the PDC to become the new title sponsor of the Premier League from 2018.
Taking over from previous sponsors Betway, who held the sponsorship for four years from 2014 to 2017, Unibet, one of the largest gambling brands across Europe and Australia, will be the title sponsor from next year.
To mark the start of the partnership that runs through to 2020, the bookmaker worked in secret with PDC chairman Barry Hearn to surprise some of the biggest names in the sport in a hidden camera style video.
Taking a wry look at the lengths some brands go to get their name up in lights, the video features an actor posing as a Unibet marketing executive alongside Hearn.
The duo then set out to convince reigning Premier League champion Michael van Gerwen and world number three Peter Wright to take on various outlandish and ridiculous brand initiatives, from Unibet logo head tattoos to brand-themed dances, nothing is left on the table.
The Unibet Premier League will be the 13th sponsored darts event by the company since its initial partnership of the Unibet Masters back in 2014.
Since then Unibet has become the partner of the European Championship, World Grand Prix, Champions League of Darts as well as the World Series of Darts Finals and Melbourne Darts Masters.
PDC chairman Hearn said: “We’re delighted that Unibet have furthered their association with us in their sponsorship of the Premier League for the next three years.
“The Unibet Premier League will be bigger than ever in 2018, with our success in the UK, Ireland and more recently in the Netherlands leading to the introduction of a league night in Berlin next year, and it promises to be a special tournament.
“The Premier League’s growth since 2005 has been a phenomenon in British sport and it’s another boost that Unibet were so keen to add this prestigious event to their growing darts sponsorship portfolio.”