As the Paddy Power World Darts Championship takes centre stage at Alexandra Palace, there’s far more at stake than sporting glory.
This year, the event is aligning darts with a cause that could save thousands of lives. Olympic legend Sir Chris Hoy teams up with Paddy Power and Prostate Cancer UK in a groundbreaking initiative called The BIGGER 180.
Their mission: turning each electrifying 180 score into a crucial step toward earlier detection and better outcomes in prostate cancer.
New research highlights a troubling trend. Men are often reluctant to open up about their health concerns, with one in four saying they speak to nobody about personal issues.
Against this backdrop, the partnership has emerged as a way to cut through the silence and spark a transformative conversation around men’s health.
Sir Chris Hoy, known for amassing more Olympic gold medals than any other British athlete, is leading this charge with striking honesty. Diagnosed with stage-four prostate cancer, he’s using his story and platform to reach men who might otherwise stay silent.
“This isn’t about medals or records,” says Hoy. “It’s about saving lives. If sharing my story gets just one man to check his risk, it’s all been worth it.”
Spotlight on Men’s Health and the BIGGER 180 Initiative
Prostate cancer remains the most common cancer among men in the UK. Yet the silence is deafening, with 23 percent of men choosing not to speak about their health at all.
According to data cited in the campaign, 18 percent of men avoid screenings out of embarrassment, and more than one-fifth ignore medical advice altogether, fearing what they might find.
Hoy’s stance is direct. “Men are great at cheering for their team, fixing the shed, or helping their mates move house – but when it comes to their health, they go quiet,” he says. “That has to change. Checking your risk takes just 30 seconds, and it could save your life.”
Uniting Sport and Philanthropy for Impact
At this year’s Paddy Power World Darts Championship, each 180 on stage translates into action off the oche. With £1,000 pledged per 180 to Prostate Cancer UK, the campaign channels every moment of sporting tension into potential life-saving funds.
A nine-dart finish triggers an even greater contribution, with a total of £180,000 divided among the charity, the player who achieves it, and one fortunate fan.
These funds will support the TRANSFORM Trial, a landmark study designed to improve how prostate cancer is detected, helping to address current screening limitations.
Beyond financial support, the campaign aims to motivate 180,000 men to complete Prostate Cancer UK’s simple 30-second risk checker. By doing so, these men engage in preventive steps that could dramatically alter their futures.
Hoy’s Personal Turning Point
Chris Hoy’s experience reveals why early detection matters. He didn’t recognize any warning signs until his cancer had spread to his bones.
In his words: “I didn’t have any symptoms until it was too late,” and “If I’d thought to check earlier, maybe I’d have caught it in time. That’s why this campaign is so important – so others don’t end up in the same situation.”
Since Hoy publicly shared his diagnosis, over 300,000 men have taken the risk checker. Among them, 38,000 men with a family history have already begun steps toward earlier screening.
The ripple effects are evident: “When I told a friend about my diagnosis, he went for a PSA test and found out he had cancer,” Hoy says. “He’s now had treatment and got the all-clear. If my story helps even one person, it’s worth it.”
The TRANSFORM Trial: Shaping the Future of Detection
Funds raised during the championship support the TRANSFORM Trial, designed to overcome current screening limitations.
With the standard PSA test less than perfect, this study explores better ways to catch prostate cancer before it spreads. Hoy praises the trial’s potential: “The TRANSFORM Trial could completely change that. It’s exciting to be part of something so impactful.”
Harnessing the Power of Sport and Community
Statistics show that two-thirds of men believe sports events offer a prime stage for health awareness. With so many fans tuned into the thrills of the darts championship, the message finds its mark.
Men are more likely to take action when prompted during an event they trust and enjoy. Peer influence can be powerful, too—over half say seeing someone close to them take proactive steps encourages them to do the same.
“Sport brings people together,” Hoy says. “It’s the perfect stage to deliver a message that can save lives.”
Paddy Power echoes that sentiment: “We’ve always loved making noise, but this time, it’s about breaking the silence,” he says.
“Men are notoriously bad at talking about their health, so we created The BIGGER 180 to change that. At the Paddy Power World Darts Championship – a place where men feel comfortable and connected – every 180 scored isn’t just about cheers and beers; it’s another step towards saving lives.
“By teaming up with Chris Hoy and Prostate Cancer UK, we’re turning the biggest stage in darts into a platform for real change.”
A Call to Action
As the championship unfolds on December 15th, the drama at Alexandra Palace extends far beyond the matches. Men everywhere are encouraged to take that first, vital step.
Hoy’s advice is simple: check your risk, talk about your health, and don’t let fears go unspoken. “This campaign is about hitting the biggest 180 of all – saving lives,” he says. “Together, we’re creating something that’s going to change lives for the better. But we need every man, every fan, to step up and take that first step.”
Sir Chris Hoy “I didn’t have any symptoms until it was too late. By the time I felt pain, it wasn’t in my prostate anymore – it was secondary cancer in my bones.”
“If I’d thought to check earlier, maybe I’d have caught it in time. That’s why raising awareness is so important – so others don’t end up in the same situation.”
“Catching it early is the key for any cancer. The 30-second risk checker is a simple way to take control of your health.”
“Men are notoriously bad at prioritising their own health – physically and mentally. We’ll make sure our kids and wives get check-ups, but we put ourselves last. It’s a mistake we can’t afford to make.”
“Talking about health isn’t about being vulnerable – it’s about being smart. It’s about taking control.”
“If my story gets one man to talk, check his risk, or see his GP, it’s worth it.”
“Paddy Power is turning cheers into action and moments into movements. That’s what makes this campaign so special.”
“Darts fans are some of the most passionate people in sport, and Paddy Power has tapped into that passion to create something that’s not just fun but life-changing.”
For More Information:
Visit www.paddypower.com and www.prostatecanceruk.org to learn more, check your risk, and join the effort to help save lives.