Renewable heating provider Glow-worm has joined forces with world champion darts player Mark Webster.
The Derbyshire-based firm says it will use the partnership to spearhead its campaign designed to reach out to installers and end-users.
Webster, who also happens to be a fully qualified plumber, will now wear Glow-worm branding on his shirt during competitive matches and participate in a number of darts events, VIP competitions and prize giveaways.
The Welshman, currently ranked ninth by the Professional Darts Corporation (PDC), officially stepped up to the oche on the partnership with a visit to Glow-worm’s Belper HQ and factory where he hosted a darts masterclass for staff and had a go at building a boiler.
Pippa Wibberley, Glow-worm’s commercial director, said the partnership would engage with its customer base and added a fun and unusual element to more typical marketing campaigns.
“Not unlike the heating industry, the world of darts has seen some major changes in recent years which have transformed the game into one of the UK’s most popular sports,” said Wibberley.
“There are few faster growing sports than darts in terms of either participation or viewing figures, and there is a real buzz about it.
“We know that many of our customers love watching the sport, and felt it was something that we could really engage people and have fun with.
“It was important to us that the partnership had brand relevance, and we are delighted to have been able to secure a deal with Mark.
“He really does have a huge amount in common with Glow-worm. His plumbing background means that he can engage with our staff and customers on a number of levels, he is really exciting to watch play and he has huge potential.
“Mark is already a world champion and we hope that during the course of this relationship he will continue to scale the heights of world darts.”
Webster, who feels certain the partnership will prove mutually beneficial, added: “It was great when Glow-worm approached me because I am still really interested in plumbing. I was a fully qualified and working plumber for several years and fitted Glow-worm boilers in my time so I understand the market and what their customers are looking for.
“Glow-worm is a brand that is known for developing strong and supportive relationships with its customers and I hope the association with myself and professional darts will just add to that.”