Darts chiefs at the Professional Darts Corporation (PDC) are pursuing a multi-million-pound deal to sponsor one of the sport's most iconic moments: the 'Big Fish' checkout. This term refers to the highest possible checkout of 170, achieved by hitting two treble 20s followed by a bullseye.
Sponsorship Details
The contract will guarantee brand exposure every time a player completes a 170 checkout at all PDC events in the UK and overseas, including the flagship World Championships at Alexandra Palace. UK-based agency Sporting Group International (SGI) is leading the search for a sponsor and is seeking a seven-figure annual fee on a minimum 24-month contract from a brand in the consumer or lifestyle sector.
Executive Insights
Adrian Wright, CEO of SGI, said: 'The Big Fish sponsor is not just a naming rights opportunity, it's a unique and powerful chance for a brand to own the most celebrated single moment in one of the world's fastest-growing sports. Every time the checkout is hit on the darting circuit, both in arena venues worldwide and on ITV, Sky Sports, and other global broadcast stations, the official Big Fish sponsor brand will be front and centre.' He added: 'We are excited to find exactly the right brand partner for this fantastic asset and are focused on securing a partnership that delivers exceptional visibility, engagement, and long-term value for all parties. The creative potential is extraordinary, the audience reach is massive, and the timing could not be better.'
Darts Boom Driven by Luke Littler
The sponsorship push comes as darts enjoys a surge in popularity, fueled in part by the rise of double world champion Luke Littler. The 19-year-old has attracted non-endemic brands to the sport, securing partnerships with Xbox, KP Snacks, fashion brand BoohooMan, financial platform Tradeify, and Oakley Meta smart glasses. This year's World Championships featured a record 17 Big Fish checkouts. The final attracted a peak viewership of 4.8 million on Sky Sports, and in 2026, the winner's prize reached £1 million for the first time, claimed by Littler.
Commercial Perspective
Adam Perfect, PDC head of commercial, said: 'Working closely with the team at SGI, this new concept provides the ideal opportunity for a brand to put themselves at the very heart of our events and connect directly with their target audiences through our global broadcast partners.'
