World Darts Championship gets a makeover as Paddy Power become title sponsors at Ally Pally

EXCLUSIVE: This year's World Darts Championship gets a makeover as Paddy Power become title sponsors at Ally Pally... and poke fun at Peter Wright's hair, Gerwyn Price's muscles and Michael van Gerwen's nickname

Irish bookmaker Paddy Power will be the title sponsors for this year's PDC World Darts Championship - which will take place from December 15 to January 3rd. 

News of the partnership comes shortly after the PDC announced that tickets would go on pre-sale on July 31 and general sale on August 2.  

To celebrate their exciting link-up, Paddy Power created a hilarious video involving Peter Wright, Gerwyn Price, Michael van Gerwen, Dimitri van den Bergh and Michael Smith. 

In the spoof video, Paddy Power's in-house team of 'marketing experts' try to convince two-time World Champion Wright to upgrade his trademark look ahead of this year's tournament.

'You're getting a bit too old for the funny hair and the clown trousers,' they tell 53-year-old Wright, a player renowned for his trademark style and wildly colourful mohawk. 

Paddy Power will be the title sponsors for this year's PDC World Darts Championship, currently held by champion Michael Smith (pictured)

To celebrate their exciting new partnership, Paddy Power created a hilarious video involving the likes of Peter Wright (left) and Gerwyn Price (right)

Michael van Gerwen was asked to reconsider his nickname in the promotional video

Paddy Power went on to speak to Price about how changing his name would be extremely beneficial. They said: 'What about Gerwyn 'Smart' Price? We could land you a deal with ASDA!'.

Price then points out that the major retail chain no longer use 'Smart Price' as a marketing ploy. Therefore, Paddy Power suggest Gerwyn 'Half' Price, adding that he should consider cutting his body mass by 50 per cent to complete his new look. 

They then turn their attention to three-time World Champion van Gerwen, suggesting he steals Simon 'The Wizard' Whitlock's moniker and step it up a notch. They tell him: 'You could fly in on stage on a broom!' while proudly whipping a broomstick from their side.

Next on the receiving end of their scathing critique is Belgian pro Dimitri van den Bergh, famed for dancing to his chosen walk on song, Happy, by Pharrell Williams. They said: 'Wow, that was really something! You look a bit like Neil from the Inbetweeners.'

The hilarious clip finished with an interaction with Michael 'Bully Boy' Smith, who is told he should lean into the fact that he's a family man and take on a song from The Smiths to walk into Ally Pally.

The clip has been posted on Paddy Power's social media channels following the announcement of their partnership with the PDC World Darts Championship. 

Paddy Power said three-time World Champion van Gerwen should steal Simon 'The Wizard' Whitlock's moniker and fly into Ally Pally on a broomstick

They also poked fun at Belgian pro Dimitri Van den Bergh for his renowned dancing ability

The hilarious clip finished with an interaction with Michael 'Bully Boy' Smith. They said he should lean into the fact that he's a family man and take on a song from The Smiths to walk in

This year's PDC World Darts Championship will take place from December 15 to January 3rd

Speaking about the new partnership, Paddy Power's Michelle Spillane said: 'When we agreed to step up to the oche with the PDC as new sponsors of the World Darts Championship, we knew we'd hit the bullseye. This tournament is the ultimate example of sport colliding with entertainment, a mix we at Paddy Power are naturally drawn towards.

'Getting stuck into a sponsorship as iconic as the World Darts Championship at Alexandra Palace is hugely exciting for our brand, and we can't wait to make our mark…maybe just not directly on the pro players!'

PDC Chief Executive Matt Porter added: 'We're delighted to welcome Paddy Power back to darts as our new title sponsors of the World Darts Championship – a deal which they've announced in their typically unique fashion with the help of some of our biggest stars.

'The World Darts Championship is the flagship event in our sport, and Paddy Power's involvement will add extra excitement to an event which is already the highlight of the festive sporting period.'

The news of Paddy Power's partnership comes shortly after the PDC announced that tickets would go on pre-sale on July 31 and general sale on August 2