The Professional Darts Corporation is delighted to welcome Falken Tyres as its new Official Tyre Partner.
The exciting partnership will launch at the forthcoming 2024/25 Paddy Power World Darts Championship at Alexandra Palace and see Falken Tyres drive engagement with PDC fans across Europe – including branding on the tournament stages and player shirts, tickets, event and digital activations, as well as promotional integration with leading darts stars.
The Falken logo will be visible on the sleeve of all players and officials across the globally-popular event, which is taking place at London's Alexandra Palace from December 15-January 3.
Falken Tyres operates across multiple European markets and will activate at a number of PDC events throughout the year to align with these key countries, including World Series of Darts events in the USA, Australia, New Zealand, Poland and Denmark.
Launched in 1983, Falken Tyres offers a full portfolio of tyres for cars, trucks, vans and SUVs across a host of top vehicle brands.
Falken Tyres will interact with darts fans across the globe through a series of exclusive competitions and giveaways on the PDC’s social media channels and provide ‘money-can't-buy’ opportunities for key retail partners to meet leading PDC stars.
The partnership with the PDC has been implemented by LEITMOTIF, the Consulting Unit of Sport1 GmbH, for its long-standing customer, Falken Tyre Europe GmbH. LEITMOTIF will also integrate Falken into the advertising environment of the World Darts Championship on the multichannel sports platform SPORT1, which has been broadcasting the tournament since 2004.
The partnership pursues a holistic approach that addresses both B2B and B2C markets with international activities.
"Darts, and in particular the partnership with the PDC World Darts Championship, offer us an ideal opportunity to focus on the precision, dynamism and passion that characterize both the sport of darts and Falken,” says Markus Bögner, Managing Director, President and CSO of Falken Tyre Europe GmbH, explaining the sponsorship.
"By supporting the sport of darts, we not only reach passionate fans, but also open up new ways to connect our brand authentically and emotionally with a dynamic target group."
PDC Chief Executive Matt Porter said: "We are delighted to welcome Falken Tyres as our Official Tyre Partner.
"It's great to work with an established brand which operates across many regions where darts is enjoying substantial growth.
"The past 12 months has seen record-breaking growth of the sport and we're excited to continue building on that success with Falken Tyres."
Matthias Reichert, Chief Commercial Officer (CCO) of Sport1 GmbH, said: "Falken stands for innovative, smart and unconventional – always ready to break new ground. LEITMOTIF stands for holistic concepts in terms of brand and product activation.
"Darts and the PDC have developed rapidly in many of Falken's core markets in recent years. The target group is an excellent fit with above-average brand awareness."
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