As part of a 12-month partnership with Adrian ‘Jackpot’ Lewis, two-time Professional Darts Corporation (PDC) world champion, bathroom manufacturer Twyford received the sportsman at its Alsager HQ for a guest appearance.
The darts professional performed a tour, a meet-and-greet and took part in a nine-dart challenge alongside employees early this month (July).
Mr Lewis was in attendance with his manager Keith Deller, also a former world champion. They toured the Twyford showroom and were presented with darts-themed confectionary donated by Cakes by Millrise of Biddulph.
Twyford has struck the sponsorship deal with Mr Lewis to raise brand awareness with installers, the trade and end consumers. The deal means that Twyford branding is now being prominently displayed on the front of all of his competition shirts until May 2016 with the potential to reach an audience of over ten million.
He will also attend Twyford events, giving away VIP tickets to the World Championships and other live televised events. Mr Lewis, who was born in Stoke-on-Trent and still lives in the area, will also promote the Twyford brand to his 100,000 Twitter followers.
The nine-dart challenge winner, Twyford project manager Steve Flannery, donated his prize of a darts board and set of darts, signed by Mr Lewis and Mr Deller, to a charity auction.
Sabine Mané, head of marketing at Twyford, said: “We thoroughly enjoyed welcoming Adrian to our Alsager headquarters. He spent the whole afternoon playing against and chatting with members of staff, and generated a real buzz about the place.
“Darts is such a popular viewing sport now across a really wide demographic that we look forward to maintaining this highly productive relationship over the rest of the year.”
Earlier this month, Sky Sports broadcast the World Cup of Darts, which was won by Mr Lewis and Phil Taylor, who represented England.