Fireball searches for darts ‘final boss’
Sazerac-owned cinnamon-flavoured whisky liqueur Fireball has launched a campaign offering one superfan the chance to attend every session of next month’s World Darts Championship.
Fireball is an official sponsor of the championship, the biggest tournament on the darting calendar, which takes place across three weeks in December and January at Alexandra Palace in London.
Ahead of the championship, Fireball is on the hunt for a ‘darts final boss’, not a brand ambassador, who lives and breathes the sport to attend every single day of the championship. The World Darts Championship 2026 takes place from 11 December to 3 January.
The winning candidate will enjoy a ‘money-can’t-buy experience to see every day of the biggest darting tournament, from the best seat in the house’, the whisky brand said.
Darts-obsessed fans in the UK can apply for the role to a committee led by darts fanatic JaackMaate, and must tick one of the following excuses to catch the action: “I’ve called in sick or bunked off work to watch a sporting event; “I’d lie to my boss if it meant catching a crucial match.”; “I’d break up with a partner rather than miss my team’s biggest game.”; “My sports-watching habits have caused actual arguments with friends, family, or partners.”; “If I could get paid to watch my favourite sport full-time, I’d quit my job tomorrow.”; “I’d happily skip Christmas work drinks to watch the darts.”
Fans can find the link to sign up on Fireball UK’s Instagram page.
Lorenzo Farronato, a spokesperson at Fireball, said: “We wanted to find the biggest fan in Britain; someone who’d bunk off work, skip Christmas drinks and maybe even risk a breakup, all for the love of the darts. Because at Fireball HQ, we are all about pushing boundaries in the name of fun, sport and sporting fans.”
“The final boss is that… they’ve turned devotion into an art form, and we love to see it.”
The whisky brand says it carried out research that found 21% of British sports fans have called in sick to watch a match, while 10% would apparently miss the birth of their first child to see a crucial sports game.
Last year, the brand offered sick notes to ‘exhausted’ darts fans.
Fireball signed a multi-year partnership with the Professional Darts Corporation (PDC) in July 2024.
The brand has previously pulled marketing stunts in other sports, including turning tears from the fans on the losing end of American football into whisky, which it dubbed ‘crierball’.
In an advert for the Final Boss campaign, some of the world’s best darts players – including Stephen Bunting, Luke Humphries and Gerwyn Price – were interviewed for the role by the committee, who decided the professionals were not ready to ‘take on 21 days straight of full-throttle fan behaviour’.
You can watch the advert below:
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