Budweiser has signed a three-year deal to sponsor the UK Open Darts Championship.

The tournament will carry the beer’s name and includes event advertising with branded signage. Budweiser’s logo will feature on dartboards used during matches as well as on players’ uniforms.

The championship kicks off this month with Ireland’s last regional heat, where players will compete for a place in next year’s UK final, which will be televised live on Sky Sports.

Budweiser’s UK marketing director, Randall Blackford, said: “Budweiser has a long tradition of supporting world-class sports. The Open Darts Championship gives recreational darts players the chance to compete against some of the top professionals in this country.”

Also in beer, Coors Brewers has teamed up with Booker to offer consumers and trade customers the chance to win tickets to the Carling Cup final.

Fifteen pairs of tickets to next February’s game are up for grabs as part of a promotion running across 24-packs of Carling, which have been produced exclusively for Booker. PoS is available to help independents draw attention to the competition.

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