Swan hits bullseye with Premier League Darts partnership

Roll your own smoking accessories specialist Republic Technologies (UK) Ltd has secured a major brand-building opportunity for Swan, Britain’s favourite filter and fastest-growing rolling paper*, by becoming an official partner of Premier League Darts, Britain’s biggest indoor sporting event, and the World Darts Championship in December 2012.

Televised live on Sky Sports, the four-month competition is played at arenas throughout the UK, featuring eight of the world’s best darts players competing for a place in the playoff event at London’s 02 Arena in May.

Swan will benefit from branding on set at each televised Premier League event in addition to player patches at the World Darts Championship, programme advertising, sampling rights and hospitality throughout the competition. The World Darts Championship is the biggest tournament, with 72 of the world’s best professional darts players gathering at the Alexandra Palace in London.

Darts remains one of the UK’s most popular spectator sports. TV audience figures are second only to football and last year competitions including Premier League Darts attracted over 85,000 live spectators. The World Darts Championship had 40,000 spectators. Darts now attracts an estimated TV audience of 12.5 million viewers.

“This is a massive brand profiling opportunity. We are delighted to be aligning Swan with Britain’s highest profile and most popular indoor sporting tournament. In addition to extensive live coverage on Sky Sports, the tournament attracts major national press exposure and continues to provide unique entertainment value in British sport,” says Mark Alldred, Republic Technologies UK Limited’s Marketing Manager.

“As an iconic British brand, Swan is a natural fit with this popular British sporting event. The partnership provides a major platform for us to connect with our customers.”

The Premier League Darts partnership extends Swan’s association with high profile sports events following news that the Swan Yamaha team is to defend its title in this year’s televised 2012 MCE Insurance British Superbike Championship.

*Nielsen – Market Track – December 2011