Nodor Group, the largest manufacturer of dartboards and darts in the world, has given The PHA Group a press office brief.
Founded in 1919, Nodor’s portfolio includes Winmau, the Professional Darts Corporation’s exclusive dartboard provider, and Red Dragon, a brand at the cultural forefront of the sport. The products from these brands are sold in over 100 countries worldwide and trusted by elite professionals, including multiple PDC World Champions.
The retainer will see PHA supporting Nodor through to the World Darts Championship at Alexandra Palace in December, with a brief that spans product PR, ambassador profiling, business profiling and company news distribution.
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Angela Warnes, global PR director of Nodor Group, said: “As we continue to grow, it is important to partner with an agency that understands our ambitions and can help tell our story to new audiences. We’re excited to see what we can achieve together with the PHA team.”
Daniel Funston, the account lead at The PHA Group, added: “We’re thrilled to have been appointed by Nodor at such an exciting point in its journey. The business has built an outstanding reputation for quality and innovation, and it’s perfectly positioned to capitalise on the remarkable growth we’re seeing across the sport.
“Darts is one of the fastest-growing sports in the world attracting new audiences, reaching younger fans and enjoying unprecedented levels of mainstream attention. This creates fantastic opportunities for brands like Winmau and Red Dragon that want to lead the conversation and help shape the sport.”
As Funston notes, Darts is indeed experiencing an unprecedented, meteoric boom, transitioning rapidly from a traditional British pub pastime into multimillion-pound global arena sport. Driven by a younger demographic, massive television contracts, and the explosive rise of Cheshire teen prodigy and current World Champion Luke “The Nuke” Littler, it has become the fastest-growing sport in the UK and is expanding aggressively across Europe, North America, and Asia.
Sky Sports recorded 51.2 million total viewer hours for this year’s World Darts Championship tournament, a 13% increase year-on-year and a massive 100%+ surge compared to the tournament four years prior. This came after the broadcaster outbid its rivals last year to sign a £125 million extension through 2030 for exclusive UK rights, more than doubling the value of its previous broadcast contract.
