Creating a core central proposition that could be utilised at local level with the restaurant partners

Background

The first partnership I brokered as an independent was with Uber rideshare and Leeds United. The recent relationship with the Uber Eats side started off with several regional partnerships. James Bryan was introduced to me by the General Manager to look at some opportunities in the Yorkshire region at first. These partnerships included local deals with football clubs and cricket counties and in most cases were renewed.

I then started looking for opportunities whereby the several markets that James was managing could tap into a more central partnership programme with additional support from other regions.

The Process

I took James to his first experience of Premier League Darts at the Utilita Arena in Sheffield. With the help of Adam Perfect and Jimmy Adams at the PDC we took the learnings of the regional partnerships to develop a core central proposition that could be utilised at local level with the Uber Eats restaurant partners.

The audience as the PDC events fitted the Uber Eats profile and the darts occasion also provided a fun environment for the restaurant owners.
As Premier League Darts is a weekly roadshow that includes 14 UK cities the partnership was extremely efficient for both Uber Eats regional managers and their restaurant partners.

The overall package of assets was designed to be activated at local level in each city that hosted the Premier League. The activations also involved the players who were extremely willing to support local restaurant owners with appearances and across social.

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Result

The activations were very well received by Uber Eats’ local restaurant customers with player appearances and attendance at venues significantly benefiting their trading relationship even after the main event. Furthermore, the activity increased consumer demand and increased loyalty on a business to business level with restaurants supporting Uber Eats with exclusive local promotions.

The partnership with Premier League Darts has been renewed for 2026 with a  more extensive package of rights to increase visibility through the SKY Sports coverage and increases in assets available for the key restaurants/diners around each of the venue cities.

James Bryan

The Premier League partnership with PDC has been one the most successful 3rd party initiatives we have run across both sport and entertainment according to the business to business measures we have put in place.

James Bryan Head of North UK for Uber Eats