Annual Campaign
Cycling legend Chris Hoy has been revealed as the face of Bigger 180, a Paddy Power initiative that will see the company donate £1,000 to Prostate Cancer UK for every 180 thrown at the World Darts Championship.
Prostate Cancer is the official charity partner of the World Darts Championship, which will take place from 15 December 2024 to 3 January 2025 at Alexandra Palace. Mr Hoy, the Olympic champion cyclist, has suffered his battle with prostate cancer.
Paddy Power is also aiming to get 180,000 sports fans to check their risk of prostate cancer through an online risk checker on the Prostate Cancer UK website. The online checker asks for a direct family history of the affliction along with details about your race and age.
The Bigger 180 campaign continues a campaign known as the Big 180 at the PDC in 2023. In the Big 180 scheme last year, Paddy Power donated £1,000 for every 180 thrown. This year at the Bigger 180, they will donate the exact same amount.
The Importance of Checking
Chris Hoy, who is suffering from a terminal cancer that started in his prostate, said that the campaign is focused on saving lives. The aim is to get more people checking earlier to catch evidence of the disease before it develops.
Hoy says, "If I’d thought to check when I was younger, maybe I’d have caught it in time.” He found out about his stage four prostate cancer without any symptoms - it was a secondary cancer in the bones by the time he felt pain.
Hoy also highlighted that men with a family history or Black men are at a higher risk, urging these groups to be more vigilant. “It’s not just about waiting till you’re 50. Getting on the front foot is crucial.”
Studies show that 23% of men do not discuss their health with anyone, 18% of men avoid prostate cancer screenings because of embarrassment, and 22% avoid medical advice altogether in case of bad news. Men are also 14% more likely than women to take action towards improving their health if it is prompted during a sports event.
