THE BRIEF
Paddy Power has never been a brand to play by the rules, particularly when it comes to sponsorship. With a reputation for creating mischief, headlines and talking points wherever it goes, the challenge was to bring that unmistakable Paddy Power personality to the 2023 World Darts Championship at Alexandra Palace.

We needed to think beyond traditional sponsorship and explore how Paddy Power could own the occasion, entertain thousands of darts-loving fans and create the kind of mischief that would capture the imagination of the nation.

The ambition? Generate as much attention, conversation and column inches as possible, both on and offline.

THE PROCESS
Think like Paddy Power's very own mischief department.

We explored a host of mischievous stunts, PR-worthy activations and entertainment ideas designed to tap into the unique character of darts and its wonderfully unpredictable audience.

The thinking was simple: create moments that would stop fans in their tracks, get them laughing, talking and sharing, while giving journalists, broadcasters and social media audiences something they couldn't resist picking up.

From the thousands of fans passing through Ally Pally each day to the millions watching and following the championship from home, every opportunity was considered a chance to create another headline, another talking point and another reason to engage with Paddy Power.

THE RESULTS
A dedicated Paddy Power fan zone that brought the brand's mischievous personality to life throughout the 2023 World Darts Championship.

A lively destination that kept darts fans entertained, gave them a reason to get involved and provided a platform for Paddy Power to become part of the tournament's wider entertainment.

More than just a sponsorship presence, it was an opportunity to turn mischief into media, fan engagement into conversation and a physical activation into a much bigger PR and social story.

AGENCY: CSM
IDEATION: Lee Rooney

PRESENTATION: Lee Rooney

VISUALISATION: Lee Rooney