Paddy Power has raised over £1m for Prostate Cancer UK via ‘The Bigger 180’ campaign, part of its sponsorship of the PDC World Darts Championship.
In its second year, the initiative has once again seen the operator donate £1,000 to Prostate Cancer UK for every maximum score at the world championship, which concluded last Friday night when Luke Littler defeated Michael van Gerwen by seven sets to three.
In total, 907 maximums were thrown during the tournament, with Littler throwing the most with 76, followed by van Gerwen with 56 and Callan Rydz with 43.
Paddy Power also pledged £60,000 to the charity for each nine-dart finish at the event, of which two were recorded by Christian Kist and Damon Heta. This brought the total amount donated to Prostate Cancer UK through ‘The Bigger 180’ campaign to £1.027m.
Jack Wilson, Head of Content at Paddy Power, said to SBC News: “We offered a £180,000 bonus for every nine-darter – shared between player, fan and Prostate Cancer UK – while once again we committed to donating £1,000 for every 180.
“Thanks to the sharp-shooting of Damon Heta and Christian Kist, two fans went away £60,000 richer and another £120,000 was put into a cheque for Prostate Cancer UK.
“All in all, Paddy Power donated £1,027,000 to the charity, which will help fund the TRANSFORM trial.
“Prostate cancer affects 1 in 8 men and TRANSFORM will find the best way to test for prostate cancer, so we can be sure which is the most effective method for a nationwide screening programme that could save thousands of lives every year.”
Paddy Power’s ‘The Bigger 180’ campaign ambassador was Sir Chris Hoy, who also presented the Ballon d’Art trophy to Littler for hitting the most 180s during the tournament.
Sky Sports also joined forces with Paddy Power to help raise awareness by asking men to check their risk of prostate cancer.
Wilson noted: “We also joined forces with Sky Sports to call on 180,000 men to check their risk for prostate cancer. More than 150,000 have done so so far – and with Sir Chris Hoy leading the calls as a campaign ambassador, that number continues to rapidly rise.”
Hoy said via the Prostate Cancer UK website: “The huge sum being donated will make a big difference to the lives of thousands of men. It’s a huge step forward and we’re now one big step closer to making a long-lasting and meaningful change to men’s health.
“The TRANSFORM trial aims to find the best way to test men for prostate cancer, so we can be sure which is the most effective method for a nationwide screening programme that could save thousands of lives every year. This massive cash injection can have an impact on men’s lives for years to come.”
Chiara De Biase, Director of Health Services, Equity & Improvement at Prostate Cancer UK, stated: “Every 180 thrown, every cheer from fans and every pound raised has brought us closer to a future where all men can be screened for prostate cancer.
“With £1,027,000 raised and thousands of men taking our online Risk Checker, this campaign has delivered a remarkable impact. As well as the sensational fundraising, we’re proud that more than 143,000 men have completed our online Risk Checker – making this a truly life-changing campaign.”
