Ally Pally goes green for spectacular show
From mid-December to early January, darts captured the hearts and minds of a global audience, with the PDC’s World Darts Championship becoming its most watched tournament ever. Taking place at the stunning Alexandra Palace, tens of thousands of fans were treated to an incredible competition over the course of three weeks.
Prior to the tournament, we helped broker a deal that saw Paddy Power become the title sponsor of the Championships, and it was then over to our Live team to turn the much-loved ‘Ally Pally’ into an amphitheatre of emerald green.
They did not disappoint. Fans were met with free branded taxis at the nearby train station, providing lifts up the hill towards the queue. And when they stepped inside, they were encountered with a venue decked out in Paddy Power’s vibrant green branding, leaving the crowd with no doubt as to who was sponsoring this event.
For the first time, the Great Hall also featured a fan activation village, taking fans closer to both Paddy Power and the game of darts itself. More than 10,000 people took on the Bulls-Eye challenge, with 11 winners securing themselves £500 each for hitting consecutive bullseyes. Alongside that, the generosity of spectators saw more than £5,000 raised for Prostate Cancer UK in the fan village.
All of that came about due to the tireless work of our dedicated experiential team, who were responsible for the design of the venue, fan village and activation zones. 4,000 pieces of artwork were created to dress Ally Pally, with many branding elements – including the entire fan village – now placed in storage, ready for use again at next year’s event. We’re already looking forward to it.
