Unibet, one of the largest gambling brands across Europe and Australia, has agreed on a three-year deal with the Professional Darts Corporation to become the new title sponsor of the Unibet Premier League. 

To mark the start of the partnership that runs through to 2020 the bookmaker worked in secret with PDC chairman Barry Hearn to surprise some of the biggest names in the sport in a hilarious hidden camera style video.   

Taking a wry look at the lengths some brands go to get their name up in lights, the hidden camera style video features an actor posing as a Unibet marketing executive alongside Hearn. The duo then set out to convince reigning Premier League champion Michael van Gerwen and world number three Peter ‘Snakebite’ Wright to take on various outlandish and ridiculous brand initiatives. 

From Unibet logo head tattoos for MVG to brand-themed dances for the two players and even walk-ons riding a horse, nothing is left on the table – all to the increasing bemusement of the world number one in particular. 

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The 16-week long Unibet Premier League will again take place across the UK, Ireland and Netherlands but in 2018 there will also be an exciting first ever stop off in Berlin, Germany at the Mercedes-Benz Arena, leading to the Play-Offs in London in May.

Every leg played in the Unibet Premier League will showcase the “Bettor Experience” activation elements that Unibet’s darts events have become accustomed to.  

The Unibet Premier League will be the newest addition and the 13th Unibet sponsored darts event following the success of the initial partnership of the Unibet Masters back in 2014.

Since then Unibet, part of the Kindred Group, has become the partner of the Unibet European Championship, the Unibet World Grand Prix, the Unibet Champions League of Darts as well as the World Series Finals and Melbourne Darts Masters.

Unibet has also prolonged the partnership with The Masters and European Championship until 2018.

Kindred Group CCO Ebba Ljungerud said: “Darts has been one of the fastest growing sports in our sponsorship portfolio in the UK and we are extremely excited about extending our partnership with the PDC to become the new sponsor of the Premier League.  We are planning on making what we already know to be a great tournament even better.

“It’s grown to become the widest-reaching event in darts and we’re looking forward to 16 exciting nights across Europe. Darts is an action-packed betting sport and we will continue to bring our best-in-class activation and offer to all the fans.” 

PDC Chairman Barry Hearn said: “We’re delighted that Unibet have furthered their association with us in their sponsorship of the Premier League for the next three years. 

“The Unibet Premier League will be bigger than ever in 2018, with our success in the UK, Ireland and more recently the Netherlands leading to the introduction of a league night in Berlin next year, and it promises to be a special tournament. 

“The Premier League’s growth since 2005 has been a phenomenon in British sport and it’s another boost that Unibet were so keen to add this prestigious event to their growing darts sponsorship portfolio.” 

The 2018 Unibet Premier League will kick off on Thursday February 1st in the 3Arena in Dublin, less than a week after the 2018 edition of The Unibet Masters. Ticket information will be confirmed at www.pdc.tv/tickets.


Unibet has over 16 million customers and is part of the Kindred Group, one of the largest online gambling companies in the world. Unibet’s other partnerships include Principal partner of Aston Villa, betting partner of Essex Cricket, Warwickshire Cricket and Surrey cricket as well as partner of Investec Derby, Unibet Gold Cup and Cheltenham Festival. 

When Unibet began in 1997, we started with a single ambition. For one player (founder Anders Ström) to share his sporting expertise to help other players make more informed bets. We believe that this is as important today as it was in the beginning. That’s why Unibet continue to be the experts in understanding what players really need to make bets that enhance their passion for the game. You can find out more about Unibet, Kindred’s history, brands, player safety and career opportunities at www.kindredgroup.com.


The Professional Darts Corporation is the leading promotional body in darts, with over £11 million in prize money being paid out on its worldwide professional circuit in 2017. Formed in 1993, the PDC’s series of tournaments includes the World Championship, which is played across the Christmas and New Year period in front of a sell-out 66,000 fans in London, as well as the Premier League, which sees events held in arenas in the UK, Ireland, Netherlands and Germany and has grown to become the UK’s highest-attended indoor sporting event since its inception in 2005.

The Professional Darts Corporation also stages a series of televised events throughout each year, alongside its European Tour, ProTour, Challenge Tour and Development Tour series of events, providing a pathway for players from junior level to the elite Premier League circuit. For more information about the PDC, please visit www.pdc.tv.