John Smith's backs Masters darts

John Smith's is extending its sponsorship of the Winmau World Masters Championship for a further three years.

The Scottish & Newcastle ale brand has been associated with the darts championship - the richest two-day televised darts tournament in the world - for a year.

The competition takes place in Bridlington and will be shown live on BBC1 and BBC2 in September, with a prize fund that will reach record levels again this year.

John Smith's will benefit from on-screen branding via patches on players’ shirts and extensive signage within the arena during the televised stages of the tournament, together with pouring rights at the venue during the event.

Gareth Turner, senior brand manager for John Smith’s, said: "The Winmau World Masters complements the long and valued association John Smith’s has developed with top class darts through its close links with the Lakeside World Professional Darts Championships.

“In addition, we remain committed to working with the British Darts Organisation to promote the sport at grass roots level through the John Smith's People's Darts Championship which will return this autumn. We are especially pleased to confirm that the winner of this event will automatically secure a place in the Winmau World Masters.”