Darts' 'Big Fish' checkout seeks a £1m sponsor as sport's popularity soars
Darts is seeing a surge in popularity, and the sport is now looking for a major sponsor for its iconic 'Big Fish' checkout. This year’s World Championships broke records with 17 maximum 170 finishes, the highest possible in the game. Organisers are now aiming to secure a multi-million-pound deal to capitalise on the sport’s growing appeal.
The 'Big Fish' checkout—a perfect finish of two treble 20s and a bullseye—has become a key talking point in darts. At this year’s World Championships, it was landed 17 times, the most ever recorded in a single event. The Professional Darts Corporation (PDC) is now working with sponsorship agency SGI to find a brand willing to pay seven figures annually for a minimum 24-month contract.
The winning sponsor will gain prominent visibility whenever the checkout is hit. Their branding will appear in arenas and across global broadcasts, ensuring exposure every time a player achieves a 170 finish. The PDC is also offering the chance for the brand to engage directly with fans through its network of international broadcast partners. This push for sponsorship comes as darts enjoys a wave of new interest. Luke Littler, the 2026 world champion, became the first player to win a £1 million prize, drawing attention from brands outside the sport. The PDC sees this as an ideal moment to connect with non-endemic sponsors looking to reach a passionate, global audience.
A successful sponsorship deal would see the 'Big Fish' checkout become one of the most valuable branding opportunities in darts. The winning company will secure guaranteed exposure during high-profile moments in PDC events. With the sport’s profile rising, the partnership could also open doors to wider commercial opportunities in the future.
