Wade set to continue Unicorn Darts partnership past 20 year mark: "Loyalty doesn’t really exist in sport nowadays"
PDC
James Wade will continue his partnership past the 20 year mark with darting manufacturer Unicorn Darts with another five years for 'The Machine'.
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This after Wade joined the team back in 2004 and believes that he has loads of major titles still in the locker while he is with the manufacturer.
“I’m winning in life, and I believe I’ve got loads more major titles left in me. I’ve never reached what I know I’m capable of, but there’s a lot more in the tank," said Wade.
“I don’t think people understand totally the importance of having consistent and solid backing from the people around you.
“I joined Unicorn back in the early 2000s and they have been solidly behind me since then through thick and thin. It’s vital to have that security.
“They are a great team, absolute gentlemen and can’t do enough to make sure I’m happy and the products are all top draw.
“Loyalty doesn’t really exist in sport nowadays which is a shame. But Unicorn and I have had total loyalty for a long time now.
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“Longevity in any sport is also not seen anymore. I’ve shown that I can stick around in a tough sport and Unicorn have played a huge part in that.
“It just goes to show that if you stick at what you’re good at with the right team around you, it’s possible to stay successful.
“It’s amazing to think that the new deal with Unicorn will take me past the 22- year mark with them. But long may it continue, it’s been a brilliant partnership with brilliant people.”
Samuel GillChief Content Officer
Samuel Gill is the Chief Content Officer (CCO) of DartsNews.com, a role he has held since 2020. He is responsible for editorial governance across the platform, including setting content standards, overseeing accuracy and consistency, and guiding long-term editorial strategy across professional darts coverage. Since joining, he has contributed more than 10,000 articles and editorial pieces, playing a central role in the development and daily operation of the site.
Based in Leicester, Samuel has extensive experience in darts media and has been closely involved in coverage of the professional darts circuit for several years. Within the UK darts community, he is a recognised figure known for his consistent editorial output and ongoing reporting on major tournaments and developments across the PDC calendar.
In his current role, Samuel works closely with editors and writers to ensure content meets clear journalistic standards, with a focus on source verification, editorial consistency, and timely updates when new, confirmed information becomes available.
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