totesport.com are to sponsor the totesport.com Players Championship at the Circus Tavern from January 28-31.
Screened live on ITV4 across four days, the tournament features the top 32 players from the 2009 Players Championship Order of Merit, rewarding their success on the circuit last year.
Phil Taylor won the inaugural Players Championship title last year, defeating Robert Thornton in the final, while James Wade and Ronnie Baxter reached the semis at the Circus Tavern.
The 2010 event, which begins on Thursday January 28, will be sponsored by leading bookmakers totesport.com, who as well as being renowned for their horse racing service offer ante-post and in-play betting on all major sports.
Their totesport.com website also offers casino-style gaming with slots, video poker, keno, card and table games.
Trevor Beaumont, Chief Executive of totesport, said: "We are delighted to be sponsoring the first major PDC event of 2010 in what promises to be another exciting year for the PDC.
"This sponsorship along, with that of Hull City and others, demonstrates the depth of support we deliver across the sporting spectrum in addition to horse racing.
"Darts is booming and the Players Championship provides the perfect opportunity for totesport to extend our association with the sport following our sponsorship of many players, including world number five, Mervyn King over the past few years.
"We are eagerly awaiting the start of four days of top quality 'sporting arrers' at the revered Circus Tavern, arguably the home of darts."
PDC Chairman Barry Hearn added: "We are delighted to welcome totesport.com as the title sponsor of the Players Championship.
"We believe this tournament has the potential to grow and grow, and is a great reward for the top players on the PDC Pro Tour to compete on the televised stage."
The second staging of the Players Championship will be held over four days at Purfleet's famous Circus Tavern, the former home of the PDC World Championship.
The first round will be staged on Thursday 28 and Friday 29 January, with the second round spread across the afternoon and evening sessions on Saturday January 30.
Sunday January 31 will see the quarter-finals played in the afternoon session, with the evening session featuring the semi-finals and final.
Tickets are priced from £20-£30 and available from the Circus Tavern Box Office on 01708 864001, 01708 863838 or 01708 867271.