The BetMGM PDC Premier League of Darts has returned for its 22nd season, as the biggest names in darts travel across Europe over 17 weeks.

Three-time world champion Michael van Gerwen, who has won the competition an unprecedented seven times, took home the weekly win on the opening night in Newcastle, before former world champ Gerwyn Price won night two in Antwerp – beating van Gerwen in the final. 

World number one Luke Littler has got off to a relatively slow start by his standards, winning just one match in his first two weeks, while reigning champion Luke Humphries reached the final in week one before being beaten by Littler in his opening match in week two. 

BetMGM are the headline sponsors of the competition for a third year in a row, and Andy Wright, Managing Director UK&I at BetMGM, spoke with SBC News’ Bookies Corner just two weeks into the four-month long darting roadshow. 

What about the Premier League of Darts enticed BetMGM to become its headline sponsor back in 2024?

The brand was still very much in its infancy, having launched in 2023, and we needed to build awareness and consideration as quickly as possible. We explored a number of sponsorship opportunities, and the Premier League of Darts proved to be a perfect fit.

A quick look at the television viewing figures on channels such as Sky Sports shows just how popular the sport has become, particularly in recent years. With that in mind, it offers multiple opportunities across branding, content and marketing.

The Premier League was especially appealing because it allows BetMGM to own 17 consecutive Thursday evenings across 17 different cities. The length of the tournament also provides sustained brand visibility and increased awareness.

How much of a positive has the growth of darts in the past couple of years – driven by Luke Littler – been to BetMGM?

Luke Littler has played a significant role in the global growth of darts, and his rise to becoming one of the world’s best players has been hugely positive for the sport, and for us as sponsors.

The launch of our brand coincided with the boom in darts’ popularity, and when the opportunity arose to become title sponsor of the Premier League, we felt it was a natural and compelling fit.

Gold darts will again be on offer to players if they hit a nine-darter this season. Are there any other marketing strategies that have been, or will be used by the company to engage audiences?

The 18ct gold darts have proved a real favourite among the players. In a recent interview with reigning BetMGM Premier League champion Luke Humphries, he even described them as “the best prize in darts”!

They have helped drive strong coverage for both our brand and our sponsorship of the tournament, and we’ve been very pleased with the results so far.

However, the events are as much about the fans as the players and we make sure they feel part of the action. Through social competitions for tickets, given the high demand, and our weekly Viva Darts Vegas activation, we create additional engagement. 

This initiative gives three lucky fans the chance to win an all-expenses-paid trip to Las Vegas if they can hit a target score on the oche ahead of each Premier League night. In its first year, we sent three people to Las Vegas, and we expect more of the same in 2026.

To kick off this year’s tournament in Newcastle, we staged a stunt that saw a giant gold dart float down the River Tyne to mark the darts “arriving” in the city. The activation also included a photo call with the eight Premier League players alongside the giant dart, generating coverage on outlets such as the BBC and Sky Sports.

Luke Littler now holds seven out of the eight ranking majors and was the odds-on 8/11 favourite pre-tournament. Are punters piling on The Nuke or is there interest in other players?

He has drifted slightly in the outright market after being knocked out in the quarter-finals on Night 1 in Newcastle (from 8/11 to 5/6) and then in the semi-finals in Antwerp, but he remains the odds-on favourite to lift the trophy. 

Across every major darts tournament, we’re seeing ‘The Nuke’ lead the market, with a significant gap in odds to the second favourite.

As headline sponsor of the PDC Premier League, how significant is the tournament to the company’s brand image?

We are very much a challenger brand, and we recognise that trust remains a key driver of consideration among audiences. As such, being associated with high-profile football clubs or major events such as the BetMGM Premier League Darts helps reinforce that sense of trust. 

In addition, we want to align ourselves with events that are exciting, energetic and entertaining – and darts delivers exactly that in waves.

What is it about the darts which sets it apart from other sports as a partner sport for BetMGM?

Good question. From a pure brand perspective, the cut-through on game night is significant. Consistent TV presence, combined with exposure across social platforms and other news outlets, drives strong visibility. 

In addition, our content stream with the players through the PDC, alongside our sponsorship of a darts podcast, gives us even more opportunities to engage with audiences. Measurement across key brand metrics among darts fans is a testament to this.

Are there any new features, markets and/or promotions that you have brought in for darts in 2026?

We are market-leading in terms of generosity with our early payout offer: 3Up Early Payout comes as standard on darts accumulators. 

The addition of darts Bet Builders gives customers even more ways to back the markets they love, including most 180s, highest checkout, correct score and much more, available for every match of the BetMGM Premier League.

Last week’s Winmau World Masters saw Luke Humphries hit a nine-darter. Has there been any interest from punters in terms of nine-darter markets? 

Following Wayne Mardle’s famous commentary a few years ago, nine-darters are now etched into darts folklore. You can feel the excitement in the arenas and on TV whenever a player has the opportunity to complete one. 

We recognise that customers want to follow compelling narratives and bet on the most exciting outcomes, and this is right up there!

When players have a proven track record of hitting nine-darters, we consistently see an uptick in betting activity on those markets. We will continue to innovate, giving customers the opportunity to engage with the sport’s most captivating moments and storylines.

To read more analysis of bookmaker trading and marketing around some of the biggest sporting events, check out our ‘Bookies Corner’ series – the latest editions covering the Betfred Super League and the Six Nations.