CORAL are to sponsor the coral.co.uk Players Championship, to be held at the Circus Tavern from January 30-February 1.
The inaugural coral.co.uk Players Championship will feature the top 32 players from the 2008 Players Championship Order of Merit battling for £200,000 in prize money.
Screened live on ITV4 over Friday, Saturday and Sunday, the tournament sees darts return to the iconic Circus Tavern in Purfleet, Essex - the former home of the PDC's World Championship.
The new sponsorship agreement with leading bookmakers Coral sees them link up for the first time with the Professional Darts Corporation.
"We're delighted to welcome Coral as the headline sponsor for the coral.co.uk Players Championship," said PDC Chairman Barry Hearn.
"We thank them for their support of this new event, and their backing is a reflection of the interest this event has created in the sport."
Keith Hawkins, Managing Director of Gala Coral Remote Gambling, said: "Everyone at Coral is delighted to be involved with this exciting addition to the darts calendar.
"We're looking forward to three days of exciting, top-class action from one of the sport's most recognisable venues.
"Betting on darts has exploded in recent years, and it's entirely fitting that coral.co.uk is sponsoring the Players Championship."
Gala Coral operates over 1600 licensed Betting offices throughout the UK, as well as offering online sports betting and gaming.
Gala Coral also owns and operates the Romford and Brighton and Hove greyhound stadia.
Tickets for the coral.co.uk Players Championship are still available from the Circus Tavern Box Office on 01708 863838 or 01708 867271.
Click here for the coral.co.uk Players Championship Schedule of Play
coral.co.uk Players Championship Prize Fund
Winner £50,000
Runner-Up £25,000
Semi-Finalists £12,500
Quarter-Finalists £8,500
Second Round Losers £4,000
First Round Losers £2,000
High Checkout £2,000
Total £200,000