Leasing Options has confirmed a new partnership with Sky Sports that will see the company become the official sponsor of Sky Sports Darts from February 2026 through to January 2027.
The agreement, arranged by Sky Media, represents a significant investment and forms part of the firm’s wider brand development programme following a year of increased marketing activity.
Under the arrangement, Leasing Options will appear throughout Sky Sports Darts broadcasts on television, in pubs, via Sky Go and on demand. The brand will also feature across Sky Sports’ digital channels, including website, app, YouTube and competition home page takeovers, as well as sponsoring the ‘Love the Darts’ podcast.
Mike Thompson, Chief Operating Officer at Leasing Options, said “This is a significant moment for Leasing Options and a partnership we are genuinely proud of.
“Over the last 12 months we have made a major investment in our brand because we are focused on making Leasing Options a household name, and there are few platforms with the scale, trust and reach of Sky Sports.”
The company said it has spent the past year analysing audience response to its messaging and sees the partnership as an opportunity to reach a wider and highly engaged darts audience.
The timing coincides with continued growth in the sport, which is attracting larger audiences across live broadcasts and digital platforms.
Sky Sports’ digital and social output reaches around 55 per cent of the UK population, providing sustained visibility for the brand throughout the sponsorship period.
Thompson added: “We have tested our audiences and the response has been overwhelming, which is why this feels like such a natural fit. Sky Sports Darts has seen phenomenal growth and Sky is investing heavily to support that.
“As a family business, this is a big step for us, and we are really looking forward to the next 12 months and working in partnership to deliver something that fans will enjoy.”
The campaign will continue to feature comedian Justin Moorhouse, who will appear in darts-themed content following previous advertising work with the company.
Karin Seymour, director of client and marketing at Sky Media, added “Darts is one of the fastest growing sports on Sky, and continues to go from strength to strength. We see an increasingly diverse and engaged fan base, driving record TV viewership and online engagement. Our new partnership with Leasing Options allows them to connect with this new wave of fans and be at the heart of all Darts conversation.”
Leasing Options provides car and van leasing services for personal and business customers across the UK.
