Thursday 5 November 2009

WD-40 scores a bullseye with sponsorship deal

World number three darts player James Wade is stepping up to the oche with a new sponsorship deal under his belt. WD-40 is behind the ‘new face’ of darts until at least the end of 2010, for a significant five-figure sum.

The rising star from Cobham, who is just 26 years old, has climbed the PDC (Professional Darts Corporation) world rankings year after year and in 2008 he became the first player to beat Phil ‘The Power’ Taylor in the Premier League since the event started in 2005.

Following the sponsorship announcement James said: “It is fantastic news that such a big brand wants to provide significant support to me. I regularly used WD-40 when I was a mechanic and can’t believe it’s now on my shirt.

“This is the first sponsorship deal I have had that has not been related to the traditional sponsors in darts and marks a new era for the sport. I look forward to working with WD-40 and hope the backing helps me win more titles.”

European managing director for WD-40, Bill Noble, said: “We felt that darts was the perfect sport to link up with as it fits well with our target audience and has the second highest viewing figures for sport after Premiership football.

“James is a very talented player who is dedicated to the sport and is doing extremely well at such a young age and has a lot of potential to go much further.

“We look forward to cheering him on at the Grand Slam of Darts, later this month.”

The sponsorship begins at the Grand Slam of Darts on Saturday 14th November in Wolverhampton as James hopes to add the title to the Premier League he won in May.

James showed off his talents at the official launch day of the sponsorship deal by playing a few friendly games against journalists and WD-40 staff including Bill Noble. Needless to say he remained undefeated, with no one coming close to beating the world number three.

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