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Village Hotels has extended its partnership with the Professional Darts Corporation (PDC) for a further three years as the hotel group increases its involvement with the sport.
Village will continue as the PDC’s Official Hotel Partner, building on a relationship which began at the World Matchplay in Blackpool in 2023.
The agreement will see Village branding feature at PDC events including the World Matchplay and Players Championship Finals.
Village will also show the PDC’s tournament schedule across its Pub & Grill bars throughout the UK.
The hotel group currently operates Darts Social, its technology-led interactive darts concept, at 30 locations and will use the partnership to stage further competitions and events.
Village said Darts Social covers increased by 115% during last year’s PDC World Matchplay.
The next stage of the partnership will include a free national amateur darts tournament, offering two participants the opportunity to play at Alexandra Palace in December ahead of a World Darts Championship session.
The partnership forms part of Village Hotels’ wider strategy to attract hotel guests, business travellers and local customers through sports, food and beverage and leisure facilities.
The group operates 34 locations, incorporating health and wellness clubs, Starbucks outlets, Pub & Grill venues, Darts Social and meeting and co-working facilities.
Gary Davis, CEO of Village Hotels, said: “We are excited to continue our highly successful partnership with the PDC. As long-term admirers of darts, we see a real opportunity to double down on our involvement in the sport and bring together the UK’s growing network of players, clubs and leagues to enjoy the games together, under one roof.
“This partnership will position Village as the community home of darts, while providing new reasons for guests, business travellers and local communities to enjoy all that our hotels have to offer.”
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