Bright Up and PDC Europe Join Forces to Unlock New Commercial Potential in Darts
Bright Up and PDC Europe are teaming up to jointly drive marketing and commercial growth around one of Europe’s most dynamic and fastest-growing sports. The partnership will focus on connecting brands with the unique energy of professional darts – both through live event marketing and athlete-driven storytelling.
With this step, Bright Up underlines its ambition to play a long-term role in shaping the commercial future of darts and contributing to the sport’s continued rise. It also marks a natural next chapter after recently announcing a collaboration with Martin Schindler, Germany’s No. 1 and currently ranked No. 17 in the world – a move that expands Bright Up’s footprint in the professional darts environment.
The PDC European Tour is a key driver of darts’ popularity in the region. Each of its 14 (even more in 2026) annual events attracts around 20,000 spectators over the course of a weekend. On top of packed arenas, the tour reaches millions of viewers through live broadcasts on DAZN, Sport1, Pluto TV and other platforms.
Beyond the Tour, additional darts gala events – such as the annual showcase in a sold-out LANXESS Arena in Cologne – bring the sport into some of Europe’s biggest venues. In total, more than 350,000 tickets were sold in 2024 alone.
Marco Niemann, Managing Director at Bright Up:
“This collaboration is a meaningful milestone for us. Darts has become a cultural force with sold-out arenas, a passionate and fast-growing fanbase, and huge creative potential for brand storytelling. We want to help shape that energy and make darts an even stronger platform for marketers. Working with the PDC Europe team has already shown us what’s possible – and we’re just getting started.”
Werner von Moltke, CEO of Moltke Sports/PDC Europe:
“We’re excited to welcome Bright Up as a commercial partner – helping us to push darts as a key marketing platform for advertisers in Europe. Their expertise in brand partnerships, content and campaign thinking will add value to our ongoing efforts. We believe darts has massive commercial potential and are happy to have Bright Up on this journey.”
Going forward, Bright Up will support PDC Europe in attracting and developing new brand partnerships, creating custom campaigns and expanding commercial storytelling across the Tour’s ecosystem – while continuing its broader mission to help grow up-and-coming sports spaces that offer cultural relevance, momentum and untapped marketing value.
More updates to follow soon.
