Unicorn Darts MD Edward Lowy on end of 25-year PDC partnership: "We felt it was time for something different"

Edward Lowy has been managing director for the family business, Unicorn Darts for around the same amount of time as their partnership with the PDC but this came to a halt a few weeks ago.

Winmau Darts replaced them after the sudden move from Unicorn but in an interview with Live Darts, Lowy admitted it was time for something different and a brand new impetus for the company but also for the PDC.

"In our world in March 23rd 2020, we closed down because that's what the government said then March 24th, we woke up and sort of wondered what are we going to do. Darts was so popular over lockdown and that goes back to the root of darts really, it goes back to the ingredients that you don't need that much equipment. A dartboard, a set of darts in reality £30, £35, you are in the business. Darts has always started with a handshake and finished with a handshake and that's testament to how social darts is," said Lowy to Live Darts.

"During COVID so many people either discovered or rediscovered the joy of playing darts. For a lot of people, it was a real thing that helped them get through the sheer difficulties of lockdown that they faced. We were well aware of this because business was very good for us in 2020 and 2021 fuelled in the swinging pendulum more to social darts.

"Come round to contract renewal, there's obviously a commercial angle to this. One can't pretend that there isn't, anything involved with the PDC is. The reality is Unicorn as a board took the conscious decision not to proceed."

"We've done the contract for 25 years. The PDC have done a fantastic job in that time but sometimes you have to say, for the longer term we have to do something different. When you do the same old, it doesn't have the commercial impact on sales."

"I'm a PDC director, I have been for also 25 years. We felt it was time for something different."

For Lowy, who as alluded to is also a PDC director, it is about helping people get into the sport and focusing on the social element.

"Explaining to people more about darts, how easy it is. Pretty much anyone can play, it doesn't matter what your physical make up is. You don't need so much space, sometimes when people look at the professional game - where someone goes to a Flight Club what they don't play is 501."

"Different ways of coming into darts, helping people and this will drive the purists mad in helping people do the darts. There are great ways of broadening the appeal of darts."

"I know a lot of people are surprised by this move but life goes on and we have to keep evolving."

One part of Unicorn's reign which has been at the forefront especially in recent years has been criticism surrounding the boards from players and those using them to play at home.

Lowy diminishes that criticism saying that it comes with the territory and is water off a duck's back as far as he is concerned.

"The reality is that we're probably the first company that set about measuring the performance of boards. Over the last few years, we have published that data. It's done by Christopher Kempf, Ochepedia and the reality is when you throw a dart at a board in professional tournaments - we're talking some million darts, the average reject rate is about 3 in 1000.

"So people talk about a lot about bounce outs and I understand it's great to take a pop at Unicorn as our name is above the board.

"The reality is it's not so much of an issue. What causes board wear is the interaction of a point and a board surface, it is not purely down to the dart board. It's linked to the aggressive points."

"We've had the guts to put our dartboards on TV for the past 25 years and with that you get the brickbats and bouquets. I'm sure that will continue but criticism of the boards, you are always going to get that."

But not only are dartboards produced but also players are involved including Michael Smith, Gary Anderson, James Wade and Callan Rydz with the stable and this will continue with new talent always being looked at.

"It's always got to be refresh and renew. We are always eager to work with new talent. Whether they are a terrific prospect or whether they are extremely well established."