Operator Paddy Power has promised to donate £1,000 to Prostate Cancer UK for every 180 hits during the tournament, which could equate to a total donation of £1m ($1.2m).
PDC Chief Executive Matthew Porter acknowledged the initial skepticism around the campaign's unconventional approach but affirmed the willingness to take risks for a cause that could inspire millions.
The charitable endeavor aims to make a significant impact by encouraging men to take 30 seconds to check their prostate cancer risk. This comes as part of a broader initiative to tackle the alarming statistic that 1 in 8 men is diagnosed with the disease.
Prostate Cancer UK Chief Executive Laura Kerby stated: “Prostate cancer is curable if caught early, but early-stage prostate cancer often has no symptoms, so it is vital that men know their risk – and we hope 180,000 fans will do that during the tournament via our simple online risk checker.”
PDC Chief Executive Matthew Porter explained: “When our new sponsors Paddy Power suggested pranking our players two weeks out from the tournament to get the public’s attention, it sounded like a huge risk.
"Ultimately, it was one we were willing to take if it meant the millions of men who tune into the World Darts Championship, alongside their loved ones, are encouraged to take 30 seconds to check their risk."
Players, including former champion Dennis 'The Menace' Priestley, have endorsed the campaign.
As the tournament unfolds, viewers can anticipate witnessing not only competitive darts but also a meaningful effort to raise awareness and funds for a worthy cause.
