target Darts, Kru Live, and Premier Padel Announce Strategic Partnerships to Expand Global Reach
LONDON – Target Darts, Kru Live, and Premier Padel have each announced new partnerships this week signaling continued investment and expansion within their respective sports. These deals underscore a growing trend of strategic alliances aimed at enhancing fan engagement, broadening digital content offerings, and accelerating global growth.
Target Darts has partnered with the Professional Darts Corporation (PDC) to become the official dartboard supplier for the upcoming World Darts Championship, extending a long-standing relationship. Kru live,a live entertainment platform,has secured a multi-year deal with the Professional Squash association (PSA) to livestream and distribute squash tournaments globally. Meanwhile, Premier Padel, the official professional tour of padel, has announced a partnership with Dorna Sports, the commercial rights holder of MotoGP and Formula 1, to elevate the sport’s global visibility and commercial opportunities.
These partnerships reflect a broader industry movement towards diversifying revenue streams and reaching new audiences through innovative content delivery and strategic collaborations.”The growth of women’s rugby over the past year has been undeniable, and the World Cup has broken new ground for what is absolutely possible in our game,” stated Genevieve Shore, Chair of Premiership Women’s Rugby, in a recent interview, echoing a sentiment applicable across multiple sports. “We know how important it is to celebrate the personalities, stories and team spirit…to see a brand come on board to help take that content to another level is incredibly exciting.”
Target Darts’ continued collaboration with the PDC builds on decades of association, ensuring the sport’s premier event utilizes their equipment.Kru Live’s deal with the PSA aims to make professional squash more accessible to fans worldwide through enhanced livestreaming capabilities. Dorna Sports’ involvement with Premier Padel is expected to leverage their expertise in sports marketing and event promotion to accelerate padel’s international expansion, mirroring the success seen in motorsports. Becky Howe, HBS Producer and creator of “The Plait Room” concept, highlighted the importance of authentic storytelling, stating, “I love being able to elevate their stories and show the world how amazing the [sports] community is.”
