Darts is no longer just a pub game — it’s fast becoming a global sporting phenomenon. With sell-out crowds at events like the World Championships and Premier League, the sport’s rise has caught the attention of major players in the world of business and entertainment. And now, one of the most powerful figures in global sport, Saudi Arabia’s Turki Al-Sheikh, has set his sights on darts.
The sport’s transformation from niche pastime to international spectacle has largely been driven by the Hearn family, with Barry and Eddie Hearn leading Matchroom Sport — the promotional powerhouse that controls darts, boxing, snooker, fishing, and nine-ball pool. Their efforts have made household names out of players like Luke Littler and Michael van Gerwen, in the same way legends like Eric Bristow and Jockey Wilson once were.
But as the sport’s popularity explodes, new opportunities — and suitors — have emerged.
Al-Sheikh, a Saudi political heavyweight with seemingly limitless resources, has already had a seismic impact on boxing, orchestrating some of the sport’s biggest recent events in the Middle East. Now, he’s expressed clear interest in adding darts (and snooker) to his expanding sporting empire.
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In the upcoming Netflix docuseries Matchroom: The Greatest Showmen, a conversation between Barry and Eddie Hearn and Al-Sheikh is shown taking place during the Chris Eubank Jr. vs Conor Benn fight at Tottenham Hotspur Stadium earlier this year — a scene that could mark a pivotal moment in darts’ future.
Eddie Hearn acknowledges the weight of the discussion: “This is another big night as we reach a very important time in terms of Matchroom’s future. My dad has no relationship with His Excellency. If we’re going to be working together on a deeper level, it’s important. This is even out of my depth, because it’s his company. It starts with him, it ends with him.”
Barry Hearn, reflective yet open to the next chapter, responds: “Every journey comes to an end. What do you wanna do? Tell me. And if it makes me smile, then we have a deal.”
The conversation turns directly to darts, with Al-Sheikh stating: “We want the snooker and the darts. I want to do the darts, but I want to do it in a crazy way. Crazy concept, yeah? Crazy play, something.”
Barry, intrigued but cautious, replies: “We’re on a mission. We want to have relationships with people like you for the long term. We can do anything — and we’re honest. But we need partners who are the same. We’re very choosy. It’s not just about the money. It’s about the relationship. This is your legacy, Your Excellency. This will go down in history.”
Al-Sheikh offers a commitment: “I can give you a long contract — three, four, five years.”
Barry shoots higher: “I want a 10-year deal. Let’s just go for it. Let’s build a massive global company.”
To which Al-Sheikh simply replies: “Let’s go.”
What Could This Mean for Darts?
If this partnership goes ahead, the implications for darts could be huge. Significant investment would likely follow, bringing enhanced production, prize money, global exposure, and potentially new venues. With recent speculation that the World Darts Championship may eventually move away from its iconic home at Alexandra Palace, Al-Sheikh’s involvement could accelerate a permanent relocation — possibly to the Middle East.
A Saudi-backed expansion of darts could mirror what has happened in boxing, turning the sport into a year-round global spectacle, opening up new markets, and attracting new talent and audiences.
While nothing is yet official, the ambition from both Matchroom and Turki Al-Sheikh is clear — and the future of darts may be about to change forever.
