Luke Humphries lifts the World Darts Championship trophy in January (Image: Getty)
fans are unhappy with a new sponsorship deal between the (PDC) and beer company Foster’s. The PDC have announced that the Australian brew will be “front and centre” at Alexandra Palace and at next year’s .
Foster’s has become the official beer partner of the PDC. However, not all darts fans are amused at the announcement.
“Tragic choice of beer lads,” responded @BlockchainCJ to the PDC’s X post confirming the deal.
@RHodgsonMBE joked: “A nice way of making sure everyone’s sober in the crowd. A terrible drink.”
“Can’t wait to pay 10 pound for a pint of Foster’s in a few weeks,” added @revvie44. @BrettyAngel said: “Absolute disaster this.”
While @JohnnyCree concluded: “Has to be one of the worst tasting beers in the world – probably.”
However, some fans responded saying that their friends were looking forward to enjoying the alcoholic drink at Ally Pally. Another fan, @ben_rebs, referenced the company’s catchphrase by saying: “Good call.”
Foster’s is part of Heineken UK’s portfolio and the PDC says there will be pop-up prizes and giveaways at their tournaments.
“We’re delighted to be teaming up with the PDC,” said Boudewijn Haarsma, the managing director of Heineken UK. “Both Foster’s and the PDC have been long associated with good times and iconic moments so this partnership is a perfect match.
“We’re proud to bring that Aussie flair to the electrifying world of darts. Together we will bring unforgettable experiences for fans everywhere.”
PDC ?????? Foster’sFoster’s are the new Official Beer Partner of the PDC in a ‘ripper’ new partnership that aligns the iconic brand with the electrifying world of darts ahead of the 2024/25 World Darts Championship!??????
— PDC Darts (@OfficialPDC)
Foster’s beer will be “front and centre” at PDC events (Image: Getty)
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Meanwhile, Luke Littler is hoping to culminate the perfect breakthrough year with a win at the World Championship, which begins on December 15. He reached the final as an entirely unknown 16-year-old last winter, eventually losing against Luke Humphries.
Twelve months on, Littler is a household name and has joined an exclusive club of darts players who have won 10 or more titles in a year. He amassed double figures by claiming the Grand Prix crown earlier this month.
“I could potentially end the year on 11, couldn’t I? But yeah, I’ve set another record,” the 17-year-old said.
“I’ve put my name into the other players who have won ten titles this year. But like I said, potentially it could be 11 by next year and I’ll try and break the record.
“I got the runner-up on my first go, but yeah, I’d like to win it. Obviously, everyone wants to win it, but that’s why my game is at the minute. I think I can win it. I’d like to pick up the trophy, but if not, just have another good run to the final.”