3 things track and field can learn from professional darts

If you haven’t been glued to the 2025 PDC Darts World Championships over the holidays, you’re missing out. When it comes to niche sports, professional darts has truly hit the bullseye with its audience. Known for its bar-inspired, rowdy atmosphere, the sport has successfully brought the same energy to live events, drawing millions of viewers for each match. While track and field and darts may seem worlds apart—aside from their niche appeal—track could take a few lessons from darts to keep fans engaged and coming back for more.Last year’s Professional Darts Corporation (PDC) world championship final between young British phenom Luke “The Nuke” Littler and world #1 Luke Humphries attracted a staggering five million viewers (a single-match record for the sport.) This year’s final between Littler and Dutch darts legend Michael van Gerwen is expected to smash that record. In comparison, the 2022 World Athletics Championships in Eugene, Ore., attracted 18.7 million viewers on NBC Sports platforms (across the 10 days of competition), which also set records for the highest viewership at a World Athletics Championships since 1988.

Despite the success of each niche sport, I can’t help but notice that track and field still struggles to match the passionate fan engagement seen in darts, and, alcohol aside, there are a few ways it can borrow some inspiration.Showcase more personalities

If you haven’t heard of British darts sensation Luke Littler, he’s been making waves both on and off the dartboard. At just 17, Littler already boasts more social media followers than Olympic 100m champion Noah Lyles, and has quickly become a fan favourite at this year’s championships. Why? Because the PDC knows how to market its stars.

The PDC players are frequently featured in viral TikTok trends or behind-the-scenes content that highlights their personalities, not just their talent or 180s. Littler recently celebrated a semi-final win with a subtle soccer-inspired celebration, which the PDC instantly shared via a collaboration with the Instagram account @433 (75 million followers), going viral in less than eight hours. This kind of creative, personality-driven marketing expands the reach of Littler (and darts), bringing in audiences from bigger sports that might not usually watch With so many interesting athletes from around the world, track and field could easily take a page from this playbook, highlighting athletes’ off-track personas—whether through social media, playful interviews or viral cross-sport content.

Walk-out music

I’ll admit one of the most electrifying aspects of darts is the personalized walk-out music for every player. England’s Nathan Aspinall hyped up the crowd with Mr. Brightside by The Killers, while Stephen Bunting led a spirited singalong to his walk-out anthem, Titanium by Sia. The energy was palpable, and the crowd was instantly engaged.Track and field already introduces its athletes before races—so why not take it a step further with walk-out music? A brief five-to-10-second clip as athletes approach the blocks could effortlessly amplify the atmosphere at Diamond League, Grand Slam Track or World Athletics Championships events.Maximize fan engagement

Let’s address the obvious: no, thousands of drunk fans probably wouldn’t mix well with track meets. But that doesn’t mean the sport should shy away from sponsorship activations. One of the best parts of darts is the endless “180” signs handed out to fans to cheer whenever a player scores triple 20. These signs, sponsored by companies, keep the crowd engaged, and you honestly feel like you’re a part of the action.

A Diamond League or Continental Tour track and field meet generally knows which big-name athletes are competing ahead of time and could distribute cheer swag or signs for personal bests, meet records or even world records. These are small touches that can easily build excitement and create a more interactive experience for athletes and fans.Of course, professional darts thrive on its bar-like atmosphere, but the magic isn’t just in the beer—it’s in the engagement that transforms a simple game into a wildly entertaining spectacle. Despite their differences, the goal for every niche sport is the same: to create an unforgettable experience for athletes and fans alike.

posted Saturday January 4th