Falken Tyres races in as new tyre partner to the PDC

Falken Tyre Europe GmbH has become the Official Tyre Partner to the Professional Darts Corporation (PDC) – a partnership that will launch at the upcoming 2024/25 World Darts Championship at Alexandra Palace (London).

As the culmination of the 2024 Professional Darts Corporation season, this year’s event – which runs from 15 December 2024 to 3 January 2025 – will see Falken driving engagement with PDC fans across Europe, via branding on tickets, tournament stages and player shirts, alongside on-event and digital activations, as well as promotional integration with leading darts stars. The Falken logo will be visible on the sleeve of all players and officials at the globally popular event.

Strategic activations will also take place at other PDC events throughout the year to align with Falken’s own global presence – including World Series of Darts events in the USA, Australia, New Zealand, Poland and Denmark.

Falken will interact with darts fans across the globe through a series of exclusive competitions and giveaways on the PDC’s social media channels, while providing ‘money-can’t-buy’ opportunities for key retail partners to meet leading PDC stars.

The partnership with the PDC has been implemented by LEITMOTIF – the consulting unit of Sport1 GmbH – and will see Falken integrated into the advertising environment of the PDC World Darts Championship on the multichannel sports platform SPORT1, which has been broadcasting the World Darts Championship since 2004.

The partnership pursues a holistic approach that addresses both B2B and B2C markets with international activities.

“Darts, and particularly the partnership with the PDC World Darts Championship, offer us an ideal opportunity to focus on the precision, dynamism and passion that characterise both the sport of darts and Falken. This relationship allows us to not only reach passionate fans but also opens up new ways to connect our brand authentically and emotionally with a dynamic target group,” says Markus Bögner, Managing Director, President and CSO of Falken Tyre Europe GmbH.

PDC Chief Executive Matt Porter adds: “We are delighted to welcome Falken Tyres as our Official Tyre Partner. It’s great to work with an established brand that operates across many regions where darts is enjoying substantial growth. The past 12-months has seen record-breaking growth of the sport and we’re excited to continue building on that success with Falken Tyres.”

Matthias Reichert, Chief Commercial Officer (CCO) of Sport1 GmbH concludes: “Falken stands for innovative, smart and unconventional – always ready to break new ground. LEITMOTIF stands for holistic concepts in terms of brand and product activation. Darts and the PDC have developed rapidly in many of Falken’s core markets in recent years. The target group is an excellent fit with above-average brand awareness.”