Bet365 has extended its agreement with the Professional Darts Corporation to continue being a title sponsor of the annual US Darts Masters tournament.
Taking place at The Theater at Madison Square Garden in NYC, the US Darts Masters sees eight of the world’s best darts players face off for the most high-profile North American prize.
Bet365, a UK-based sportsbook with a growing US presence, has been the title sponsor for the last two editions of the championships and will continue to be for the next edition.
PDC Chief Executive Matt Porter said: “The US Darts Masters is one of our most popular World Series of Darts events and we’re delighted that bet365 have extended their support for that and the North American Championship.
“The Theater at Madison Square Garden has become a real home for these events; we’ve enjoyed a fantastic atmosphere in the last two years and anticipation is already building for our return in 2024.”
A strong sportsbook brand in the UK and other European markets, bet365 has identified darts as a key sport to tie itself to as one of the most popular sports in the region.
But as darts grows amongst US sports fans and the PDC expands with the US Darts Masters and North American Championship, bet365 has seen an opportunity to grow its brand in the US.
The sportsbook will also title sponsor the North American Championship, in which eight players from the US and Canada will fight for the regional honors.
Bet365 is live in Colorado, Iowa, Kentucky, New Jersey, Ohio and Virginia in the US and is aiming to establish itself as a strong challenger brand.
A bet365 spokesperson said: “bet365 is thrilled to extend our partnership with the PDC for two more years of thrilling darts action in New York.
“The bet365 US Darts Masters has become an unmissable event for darts fans in the USA, and we can’t wait to return to the iconic Theatre at Madison Square Garden next year.”