In an era of tightening regulations on gambling / sportsbetting sponsorships, TOTO found a unique way to maintain brand visibility and promote Dutch sports. With restrictions on individual role model sponsorships and untargeted advertising, TOTO became the main sponsor of the TOTO Dart Kings, a dynamic team of elite darts players.
This strategic sponsorship aligns perfectly with current regulations and offers a well-defined path to uphold brand recognition. The decision to support darts, rather than the more conventional choice of football, was rooted in the sport’s untapped potential in the Netherlands. With over 310,000 darters and a strong viewership base, darts presented a fantastic opportunity.
By uniting the best Dutch darters under the TOTO Dart Kings banner, including legendary names like Michael van Gerwen and Raymond van Barneveld, TOTO created a winning team. This collaboration even extended beyond darts, as TOTO Dart Kings joined forces with footballers sponsored by TOTO, leveraging the universal appeal of both sports.
The results speak volumes. TOTO significantly increased brand awareness and preference. The campaign reached millions, generated impressive media coverage, and exceeded key performance indicators. Despite regulatory challenges, the initiative was a resounding success.
Looking forward, TOTO will continue to explore unified sponsorship activities like this, capitalizing on the lessons learned and the enthusiastic response from fans. The goal is to build lasting connections with sports teams and their communities, reinforcing TOTO’s position as a responsible and community-oriented sponsor.
