Heineken’s Australian beer brand Foster’s has announced a new sponsorship deal with the Professional Darts Corporation (PDC).
The partnership makes Foster’s the official beer partner of the PDC, putting it front and centre at events like the World Darts Championship and the Premier League Darts series.
Over the next few years, Foster’s will be developing event branding, merchandise, competitions, and fan experiences in darts venues, pubs, and retail stores.
Rajeev Sathyesh, Marketing Director at Heineken UK, commented: “We’re thrilled to be partnering with the PDC to bring some of that Aussie spirit to such an iconic sport. Darts is all about sociable, high-energy fun – which is a perfect match for Foster’s. We can’t wait to bring a slice of Aussie good times to darts fans around the world!”
Eddie Hearn, Chairman of the PDC, added: “This is a cracking partnership for the PDC. Foster’s is a household name that’s all about bringing people together, and that’s exactly what we do with darts. With their support, we’ll be taking the sport to a whole new level and giving fans even more to cheer about. It’s time to raise a glass and get ready for some unmissable action!”
