11 Jan 2022

By: Sport Industry Group

Online car buying platform Cazoo has broadened its partnership with the Professional Darts Corporation (PDC) by becoming the new title sponsor of the World Darts Championship.

The new multi-year deal also includes the UK Open, Players Championship Finals and The Masters.

The agreement expands Cazoo’s partnership with the PDC to eight tournaments, with the company already sponsoring the World Cup of Darts, European Championship, Grand Slam of Darts and the Premier League.

The new deal commences in March with the Cazoo UK Open, which will take place at the Butlin’s Minehead Resort in Somerset.

The Cazoo Players Championship Finals will also be held in Minehead in November, before the Cazoo World Darts Championship begins at London’s Alexandra Palace in December. The company’s sponsorship of The Masters begins in January 2023.

“Cazoo’s partnership with the PDC has already seen their brand receive huge worldwide exposure and this new multi-event deal will extend their sponsorship to four of our biggest and most prestigious events,” Matt Porter, Chief Executive of the PDC, said.

Alex Chesterman OBE, Founder and Chief Executive of Cazoo, added, “We’re excited to extend our partnership with PDC and Matchroom to include the world-famous World Darts Championship. This deal will grow our audience as we continue to build Cazoo into a household brand and deliver the best car buying and selling experience across the UK and Europe.”

Cazoo will replace gambling company William Hill as the title sponsor of the World Darts Championship.

Cazoo has built up a significant sports sponsorship portfolio in the UK. The company sponsors Premier League football clubs Everton and Aston Villa, and also has a deal with the English Football League (EFL).

Cazoo also sponsors The Hundred, the new short-form cricket competition which debuted last year; the Welsh Rugby Union; the Rugby League World Cup; golf’s European Tour; horse racing’s Epsom Derby and St Leger; and the World Snooker Tour.