Paddy Power Donates £1m to Prostate Cancer UK with Big 180 Campaign

Flutter Entertainment’s Paddy Power has made a significant contribution to Prostate Cancer UK, donating £1 million through its Big 180 campaign, a key initiative during the World Darts Championship in partnership with the PDC. This campaign represents the largest charity partnership in the sport’s history.

In an unprecedented move, Paddy Power committed to donating £1,000 for every 180 scored at the Ally Pally event. The tournament witnessed a record 914 180s, amounting to £914,000. Paddy Power further augmented this amount with an additional £86,000, bringing the total donation to £1 million.

The campaign also introduced the Ballon d’Art trophy, awarded to Luke Humphries, the player who hit the most 180s, thereby contributing significantly to the charity. Humphries claimed this honor following an impressive performance in the tournament’s final.

The Big 180 campaign aimed to increase awareness and usage of Prostate Cancer UK’s 30-second online risk checker tool. The campaign successfully drove over 125,300 men to assess their risk during the tournament, a fivefold increase from the previous year, with 71% identifying as ‘high-risk.’

This initiative is a part of Paddy Power’s efforts to support the ‘Do More’ pillar of Flutter’s global sustainability strategy, the Positive Impact Plan. The plan focuses on giving back to communities and aims to positively impact 10 million lives by 2030. Paddy Power’s commitment to raising awareness and supporting Prostate Cancer UK’s online risk checker underscores Flutter’s dedication to making a meaningful difference in the communities it serves.

Rishi Sunak, British Prime Minister, said: “This year’s World Darts Championship transfixed the nation but the epic finale between the two Lukes wasn’t the only positive result to have emerged from the Ally Pally. Paddy Power’s Big 180 campaign has now chalked up an impressive £1m for Prostate Cancer UK and has helped to save lives by raising awareness of the need to get checked out.

“I am proud to support the campaign which will help researchers develop better treatments and tests to detect the UK’s most common male cancer earlier. It will build on the significant £16m investment the government has announced in November to support Prostate Cancer UK’s £42m ‘Transform’ trial, which aims to save thousands of men each year by finding the best way to screen for Prostate Cancer.”

Laura Kerby, Chief Executive at Prostate Cancer UK, said: “With £1m raised and incredible and extensive awareness too, we’re thrilled at the success of the Big 180 campaign and are hugely grateful to Paddy Power, the PDC and the players for their brilliant efforts bringing it to life. 1 in 8 men will be affected by this disease, and that’s one statistic that brings home why this campaign was so important.”

Rachael Kane, spokesperson for Paddy Power, said: “We knew we had hit the bullseye in our sponsorship of this year’s first ever Paddy Power World Darts Championship. The stars aligned to make it the biggest and most exciting yet. But knowing that our Big 180 campaign has had this level of impact puts it all into context.”

To help men check their risk in 30 seconds, Prostate Cancer UK have an online risk checker available at prostatecanceruk.org/180-risk, while those with concerns can:

  • Contact Prostate Cancer UK’s Specialist Nurses in confidence on 0800 074 8383, or via email, webchat or WhatsApp at org/nurses
  • Access online and printed health information at org/information
  • Speak to volunteers with experience of prostate cancer at org/one-to-one

For more information, please contact [email protected].

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