Paddy Power's Bigger 180: A case study in purpose-driven sports sponsorship
In an industry often accused of fuelling unhealthy habits and surrounded by controversy, Paddy Power flipped the script. Paddy Power, best known for cheeky stunts and headline-grabbing irreverence, launched ‘The Bigger 180’. The campaign brought humour, heart and health to the World Darts Championship, all in support of prostate cancer awareness. From in-venue QR codes and national newspaper takeovers to celebrity-led video content and branded betting shops, the campaign made men’s health impossible to ignore.
Through a bold combination of charitable pledges, public engagement and mass visibility, Paddy Power proved that betting brands can lead real societal change.
A Bold Bet on a National Health Crisis
Prostate cancer is the most common cancer among men in the UK. Yet despite its prevalence, the stigma around men’s health means early testing and funding for treatment often fall short. Enter Paddy Power, who used their title sponsorship of the PDC World Darts Championship 2025 to force the issue into the spotlight through a purpose-led prostate cancer awareness campaign.
The campaign mechanic was simple but powerful: for every 180 scored during the 2025 tournament, Paddy Power pledged £1,000 to Prostate Cancer UK. An additional £60,000 was added for any nine-dart finishes. All funds supported the charity’s Transform trial, aimed at developing a nationwide screening programme.
The result? A total of £1.027 million raised, and over 180,000 men prompted to take the charity’s 30-second risk checker. They successfully surpassed the previous year’s total and prompted a step change in men’s health.
Humour Meets Purpose: Betting on men's health awareness
Paddy Power’s reputation as a ‘purveyor of mischief’ didn’t get lost in the cause. Instead, the campaign used the brand’s trademark tone to make an uncomfortable topic feel more approachable. Video content featured top darts players encouraging men to get tested, supported by Sir Chris Hoy – Olympic legend and prostate cancer survivor – as campaign ambassador.
The initiative rolled out across 300+ betting shops, newspaper wraparounds, and a full takeover of Alexandra Palace with QR code prompts. It was everything you’d expect from a high-profile sponsorship but flipped to deliver meaningful public health messaging.
This wasn’t Paddy Power stepping away from its voice, this was them doubling down on it with purpose.
Results That Mattered
Paddy Power’s The Bigger 180 campaign delivered impressive health and brand outcomes:
- Over 180,000 men used the Prostate Cancer UK risk checker, up from 136,000 the previous year
- More than £1 million was raised for life-saving research
- Post-campaign analysis found 1 in 5 UK adults were aware of the campaign – a similar level of awareness as Stonewall’s
- 30% brand recognition for the partnership-on par with leading sports inclusion initiatives like Stonewall’s Premier League ‘Rainbow Laces’ campaign.
Critically, the campaign turned fan engagement into action-reaching a demographic often left out of traditional health drives and encouraging them to take proactive steps.
Rewriting the role of gambling in sport
At a time when the gambling sector faces increasing scrutiny, The Bigger 180 campaign demonstrated that betting brands can use their platforms for good. Instead of defending its place in sport, Paddy Power used it to confront a serious health crisis head-on.
The campaign was part of Flutter’s broader ‘Do More’ sustainability strategy, which aims to improve 10 million lives by 2030. This wasn’t a one-off stunt-it was a multi-year effort, embedded with long-term purpose.
Checkout – the final thought
Paddy Power didn’t just sponsor a tournament – they reshaped what a betting sports sponsorship can be. The Bigger 180 showed that humour and health can coexist, that betting brands can drive serious impact, and that the right campaign, in the right context, can spark national conversations that matter.
This is what happens when a brand plays to its strengths, connects with culture, and aims higher than the scoreboard.
Impact X
Impact X, developed in partnership with SportsPro, is a new annual initiative that spotlights the most creative, high-impact sports sponsorships reshaping the post-pandemic landscape.
Through the curated Casebook, Impact X showcases campaigns, from athlete collaborations to digital-first activations, evaluated on business performance, emotional resonance, cultural influence, and ROI, inspiring smarter, more innovative brand partnerships.
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