Darts is experiencing an unprecedented boom, with the PDC World Championship shattering viewership records year after year and securing a landmark Netflix deal. This surge in popularity is driving major venue expansions and strategic planning for global outreach, even as the flagship event commits to London for the next five years. The sport is undeniably on a trajectory for massive worldwide growth, but how will it keep the momentum going?
The Unstoppable Rise of Darts
The world of professional darts is currently enjoying a remarkable surge in popularity, consistently breaking its own records. The PDC World Championship, in particular, has become a television sensation:
- Record-Breaking Viewership: The 2024/25 tournament saw its 15 most-watched nights ever. This was followed by a staggering 13 percent year-on-year increase in 2025/26, with Sky in the UK alone recording 51.2 million viewership hours.
- Global Appeal: This growth isn’t confined to the UK; darts is also gaining significant traction in key European markets like The Netherlands and Germany, as well as further afield in Australia.
- A Game-Changing Netflix Partnership: From 2026 to 2030, the UK coverage of the World Championship will switch to Netflix in a deal reportedly worth £125 million. This strategic move is expected to open the sport up to a vast new audience within the country, further fueling its expansion.
Beyond the flagship event, the sport’s popularity is also evident in other tournaments. PDC Europe announced a record number of tickets sold for the 2025 European Championship, surpassing the previous record of 30,000 by selling 33,000 tickets for the finale at the Westfalenhalle in Dortmund.
Ally Pally: The Iconic Home Gets a Grand Upgrade
Since 2008, when the PDC moved its prestigious World Championship from the Circus Tavern to the Alexandra Palace (affectionately known as ‘Ally Pally’), the venue has become synonymous with the sport’s biggest event. Now, to accommodate the ever-growing crowds, Ally Pally is undergoing an internal transformation.
- Moving to the Great Hall: A new agreement will see the tournament relocate within the venue, moving from the West Hall to the much larger Great Hall for the 2025/26 edition of the World Darts Championship.
- Setting New Attendance Records: With a capacity of 5,000, the Great Hall is primed to welcome an estimated 180,000 fans over the three-week tournament, setting unprecedented attendance records for the sport.
Global Ambitions: Teasing the World Stage
While the PDC is clearly eyeing global expansion, it’s taking a measured approach. Rumors of taking the World Darts Championship to international destinations, such as Saudi Arabia, have circulated. However, logistical challenges, such as Saudi Arabia being a dry nation, posed problems for a sport often associated with a vibrant, social atmosphere.
Instead, Matchroom, the promoter, is using the move to Ally Pally’s Great Hall as a way to ‘tease’ its broader expansion plans, demonstrating its capacity for growth before making a full international shift for the main event.
Engaging new international audiences requires careful planning. As darts player Nathan Aspinall observed about the Saudi Arabia Darts Masters, the crowd initially “weren’t all there of their own accord.” However, he also noted the crucial point: if attendees walk away having enjoyed the darts, it will undeniably “get the ball rolling.” This highlights the need for effective strategies to convert casual viewers into passionate fans.
Engaging New Fans: Lessons from Entertainment
To truly tap into lucrative new markets, the PDC needs to actively engage and attract potential fans. This often requires more than just showcasing the sport; it demands creative promotions, similar to those seen across the wider entertainment industry.
Consider online platforms, for example, which often offer incentives like free spins on popular games or daily mystery box prizes to new users. These promotions serve as a ‘little extra draw’ for people who might be hesitant about trying something new, whether it’s an online game or attending a live darts event. The goal is simple: once they’re in and experience the thrill, the hope is they enjoy their time enough to become returning fans and follow the sport more closely.
The Road Ahead: London First, Then the World
The PDC clearly envisions a very high ceiling for darts, both in Europe and globally. However, while they meticulously plot their next moves and strategize how to penetrate particularly lucrative new markets, the World Darts Championship will remain firmly in London for the next five years. This allows the organization to consolidate its current success, perfect its expanded home event, and lay robust groundwork for future, truly global endeavors.
Source: Based on an article from Darts Planet TV.
