Forget hiring a yacht in Cannes to schmooze clients, the team at award-winning digital brand specialists Collective is bucking the media agency trend by aiming its promotional budget in a completely different direction and targeting professional darts star Darryl Fitton for a sponsorship deal.
One of the best-loved and down-to-earth players to step up to the oche, former undertaker Fitton is far from averse to a touch of glitz and glamour, if not quite in the Cote D’Azur mould. Known as The Dazzler, he struts on stage in tournaments to the sound of One Step Beyond by Eighties popsters Madness. And the partnership is certainly one step beyond in terms of media agency marketing.
“In the same way that Sky’s name is now synonymous with cycling, we have playfully decided we want to ‘own’ darts – one player at a time, starting with Darryl,” explained Collective Managing Director Giles Ivey. “But seriously, we wanted to do something different and we’re really happy with the deal, which places our logo in prime position on the front of Darryl’s shirt for every tournament and interview across the year.”
Although Collective is hoping its partnership with Fitton is great fun, true to its values it will also be closely monitoring the performance of the deal.
Commenting on the agreement, Fitton said: “I’m delighted to have Collective on board as a new sponsor and will be proudly wearing its logo on my shirt throughout the year. As a company famous for its accurate digital ad targeting, it’s the perfect fit!”
The sponsorship deal started in January 2017 and will run for the entire year, during which time the Collective team will be hoping Fitton, who recently held the highest televised nine-dart average and made it to the semi-finals of the BDO World Darts Championship, enjoys his most successful year to date. One hundred and eighty!