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British Darts to be rebranded by Generate

The British Darts Organisation (BDO)’s new commercial arm, the BDO Events, has appointed sport and entertainment agency Generate to develop its brand, commercial vision and strategy for the next five years.

Alongside participation figures in their millions across the UK, the BDO offers a competition structure from grassroots to elite darts. BDO Events will drive the evolution of the world stage, ensuring the best players continue to compete in premium darts.

A new-look BDO will emerge for the World Darts Trophy event in February 2014 at the Blackpool Tower.

BDO Events director Stephen Holland said: “We appointed Generate to ensure BDO Events remain competitive in an ever evolving and popular field of sport and entertainment. The BDO’s unrivalled understanding of and credibility in darts, along with Generates’ creative flare and rich experience in commercial strategy, sponsorship, PR and events, is a well-suited partnership.