Sky Sports faces fierce competition for darts coverage amid growing demands

In recent months, Sky Sports has been facing increased competition for the broadcasting rights of the PDC World Darts Championship. The current contract, which covers a seven-year period, is set to expire after the upcoming World Championship, held annually at Alexandra Palace, and features a lucrative rights fee package. Currently, Sky Sports pays approximately £12 million annually for the rights to air 60 days of live darts, including the popular Christmas event. However, with the rising popularity of darts and its growing appeal to younger audiences, streaming giants such as Amazon Prime and Netflix are vying for a slice of the broadcasting pie, intensifying the competition ahead of the PDC’s upcoming rights auction. Barry Hearn, the chairman of the Professional Darts Corporation (PDC), has voiced his expectations for a new deal, suggesting the rights should be valued at £45 million per year—over three times the current agreement. Hearn has urged Sky Sports to 'up the ante' in order to secure the rights, given the substantial interest from other broadcasters. The potential bidding war is fueled by darts' strategic scheduling, which includes high-profile events that coincide with Christmas and New Year, making it an attractive proposition for networks looking to attract viewers during the holiday season. The imminent expiration of Sky's contract creates a pivotal moment in sports broadcasting as it navigates this negotiation. Sky is reportedly considering increasing its offer to around £25 million, but significant discrepancies remain between their willingness to pay and Hearn's expectations. As noted in Hearn’s past remarks, there’s a stark contrast in broadcasting deals for different sports, leading to his demands for a more equitable rate for darts. Discussions between Sky Sports and the PDC are likely to be critical, especially since Hearn acknowledges both the loyalty Sky has shown to the sport and his duty to the players to maximize their earnings through robust broadcasting deals. The strategic bidding competition between Sky Sports, Amazon, and Netflix not only highlights the growing commercial value of darts but also represents a shift in how traditional sports broadcasting is being handled, with streaming platforms now taking a more assertive stance. The stakes are notably high as the PDC seeks to capitalize on darts' recent growth trajectory and engage an audience that increasingly gravitates towards digital streaming options. A successful bidding outcome will significantly impact the future financial landscape of the sport and the revenue generated for players and organizations involved in darts events.