Agency aims for bullseye with 'Big Fish' darts deal

A sports agency is aiming to hit the bullseye after landing a darts contract.

Sporting Group International has been appointed by the Professional Darts Corporation to secure a sponsor for the game’s 170 checkout.

Known as a ‘Big Fish’, the number is darts’ highest checkout and reached by hitting two treble 20s and the bullseye.

A record 17 ‘Big Fish’ checkouts were scored at the recent 2026 World Darts Championship, which was won by superstar Luke Littler.

Under the terms of the deal, Sporting Group International will manage all commercial negotiations and oversee contract documents and activation planning on behalf of the Professional Darts Corporation.

Adrian Wright, chief executive of Birmingham-based Sporting Group International, said: “We’re delighted to be working exclusively with the Professional Darts Corporation on this project.

“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.

“The creative potential is extraordinary, the audience reach is massive and the timing could not be better.”

Adam Perfect, Professional Darts Corporation’s head of commercial, added: “This new concept provides the ideal opportunity for a brand to put themselves at the very heart of our events.”

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