Interwetten has announced a partnership with the Professional Darts Corporation (PDC) as it becomes the new main sponsor of all European Tour events staged in Germany and Austria.

The organisation has stated that there are ‘innovative activation possibilities’ for the sports betting platform at PDC Europe events, as darts becomes increasingly relevant in target markets.

Stefan Sulzbacher, CEO at Interwetten, commented: “Darts is an exciting development opportunity for us as the sport enjoys increasing popularity in our core markets Germany and Austria. 

“We are therefore very proud about this multi-year partnership with a renowned organisation such as PDC Europe. This will allow us to offer our customers an even larger portfolio of entertainment and we can also set new accents in the development of new markets.”

Furthermore, the collaboration will introduce fan experiences aiming to ‘intensify’ live events by raising ‘new emotional heights’.

Werner von Moltke, the CEO of PDC Europe, added on the deal: “The partnership with Interwetten makes me very happy. I have rarely experienced such a competent and motivated partner. 

“I know that Interwetten not only wants to present itself as a sponsor but will also make sure that our events will become even more attractive and that the exchange with our fans will be intensified. Therefore, I am very much looking forward to the cooperation and thank them for their trust in us.”

Last month, the brand similarly expanded its presence in wider sports in an agreement with the National Hockey League (NHL), becoming an official partner of the tournament in Germany and Austria.

This collaboration sees Interwetten leverage the tournament’s popularity to boost its own brand awareness in both countries, whilst also promoting its betting products to followers of international ice hockey.