CASH CONVERTERS will sponsor the PDC's Players Championship event, which will be held from December 8-11 at the Doncaster Dome and screened live on ITV4.
The £250,000 tournament will feature the leading 32 players from the final 2011 Players Championship Order of Merit competing for the £60,000 first prize across four days from the Yorkshire venue.
Cash Converters, the world's largest retailer of pre-owned goods, has been confirmed as the title sponsors of the tournament as they continue their association with the Professional Darts Corporation.
"The Cash Converters Players Championship has developed into one of the sport's most important majors in recent years," said PDC Chairman Barry Hearn.
"The tournament features the 32 form players from our Players Championship series of events during the year, rewarding the stars of the sport for their success from the PDC ProTour and continuing the development of emerging stars in the sport.
"We thank Cash Converters for their support of this tournament. With over 200 UK stores and hundreds more worldwide, their brand is widely recognisable and we hope this tournament will help develop that further."
David Patrick, Chief Executive of Cash Converters UK, said: "We are delighted to be title sponsor of the PDC's Players Championship tournament.
"Darts is a strong grassroots sport with a huge following across the UK, and is a perfect fit with our customers and staff alike.
"We are pleased to be able to support and invest in this prestigious event, as the sport continues to grow in popularity and welcome new fans we are able to offer a strong synergy with our customer base.
"As we expand as a company it is important that we maximise the opportunities to engage with our existing customers and develop relationships with potential customers, darts is a great way of doing this."
Gary Anderson, who was February's runner-up to Phil Taylor, is currently the number one seed for the Cash Converters Players Championship after winning five of the 29 one-day events held so far in 2011, totalling £44,800 in prize money.
Justin Pipe's three wins since October have seen him jump up to second place in the Players Championship Order of Merit on £41,200, with Paul Nicholson - the only man other than Taylor to have won the Players Championship finals event - third with £37,200 after three wins.
John Part sits fourth after also collecting a treble of victories, while Wes Newton has also topped £30,000 in prize money this year.
Two time Players Championship finals winner Taylor and five-time World Champion Raymond van Barneveld are also amongst the current qualifiers, with the final two qualifying events to be held on November 26 & 27 in Wigan.
Play in the Cash Converters Players Championship begins on Thursday December 8, with the first round split across that session and Friday night's session.
The second round will be played in two sessions on Saturday December 10, with the quarter-finals on Sunday afternoon and the semi-finals and final being played on Sunday night.
Tickets are available in person from the Doncaster Dome Box Office or by calling 01302 370 777, with a buy one, get one free offer available for tickets for the opening night on Thursday December 8.
Cash Converters Players Championship
Thursday December 8 (7pm-11pm)
8x First Round games
Tickets £20 - Buy One, Get One Free!
Friday December 9 (7pm-11pm)
8x First Round games
Tickets £25
Saturday December 10 (1pm-5pm)
Afternoon Session
4x Second Round games
Tickets £20
Evening Session (7pm-11pm)
4x Second Round games
Tickets £25
Sunday December 11
Afternoon Session (1pm-5pm)
4x Quarter-Finals
Tickets £20
Evening Session (7pm-11pm)
Semi-Finals & Final
Tickets £25
Tickets paid for by debit or credit card are subject to £2.40 booking fee, and there is no booking fee for cash sales in person.
Main Image - Phil Taylor & Gary Anderson are joined by Cash Converters' Richard Livesey at their Hanley store to launch the Cash Converters Players Championship