Foster’s, Australia’s most iconic brew, has announced an exciting new sponsorship deal with the Professional Darts Corporation (PDC). This bonza partnership is set to bring even more buzz to one of the fastest-growing sports in the UK, while giving darts fans a real taste of Aussie spirit.
The partnership makes Foster’s, part of the HEINEKEN UK portfolio, the official beer partner of the PDC. Putting it front and centre at massive events like the legendary World Darts Championship and the Premier League Darts series. With both brands built on, passion, camaraderie and unforgettable moments, it’s a match made in heaven.
Over the next few years, Foster’s will be making its mark with unmissable event branding, epic fan experiences, and plenty of cold ones to keep the good times rolling, whether fans are at the venue, down the pub, or tuning in from home.
“We’re delighted to be teaming up with the PDC,” said Boudewijn Haarsma, Managing Director, HEINEKEN UK. “Both Foster’s and the PDC have been long associated with good times and iconic moments so this partnership is a perfect match.
"We’re proud to bring that Aussie flair to the electrifying world of darts. Together we will bring unforgettable experiences for fans everywhere.”
Eddie Hearn, Chairman of the PDC, reckons this is a bullseye partnership too: “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!”
What Fans Can Expect
Foster’s will be bringing Aussie vibes to PDC events with pop-up fan experiences giveaways, and plenty of ice-cold lager. From VIP darts experiences to limited-edition merch, fans will have the chance to get their hands on some top prizes whether in store or down the pub. Whether it’s the Foster’s logo shining bright or a cheeky nod to Australia, fans can expect a little extra flair during their favourite tournaments.
The fun kicks off with the World Darts Championship, which begins on December 15 at London’s iconic Alexandra Palace; trust us – it’s going to be a beauty! Foster’s and the PDC are ready to give fans a darts experience like never before.