Move over Olympic tracks, Chris Hoy’s got a new arena – and this time, it’s all about saving lives. Britain’s most decorated Olympian, now facing stage-four prostate cancer, has swapped his gold medals for bullseyes as he teams up with Paddy Power and Prostate Cancer UK for The BIGGER 180.
Launching at the Paddy Power World Darts Championship (December 15th – January 3rd), this audacious campaign aims to smash the silence around men’s health and inspire blokes across the UK to take action before it’s too late.
“This isn’t about medals or records,” Hoy says. “It’s about saving lives. If sharing my story gets just one person to check their risk or book a screening, then it’s all been worth it.”
Prostate cancer is the most common cancer among men in the UK, with 1 in 8 men diagnosed during their lifetime. Every 45 minutes, another man loses his life to the disease – that’s more than 12,000 men every year.
The real killer? Silence.
Research commissioned by Paddy Power reveals:
- 19% of men talk to nobody about their physical health, making them 73% more likely than women to stay silent.
- 27% of men confide in nobody about their mental health, compared to 20% of women.
- 18% of men avoid prostate cancer screenings because they find the process embarrassing.
- 22% of men avoid seeking medical advice, fearing bad results.
Hoy himself knows the dangers of delaying action. “I didn’t have any symptoms until it was too late,” he explains. “By the time I felt pain, it wasn’t in my prostate anymore – it was secondary cancer in my bones. If I’d thought to check earlier, maybe I’d have caught it in time. That’s why this campaign is so important – so others don’t end up in the same situation.”
Paddy Power and Prostate Cancer UK have joined forces to transform the World Darts Championship into a life-saving stage, making every 180 scored at Ally Pally a win for men’s health.
Here’s how it works:
- £1,000 donated to Prostate Cancer UK for every 180 scored.
- A £180,000 nine-dart bonus, split between the charity, the player, and a lucky fan.
- Funds raised will support the TRANSFORM Trial, a groundbreaking study to revolutionise prostate cancer screening.
“Sport is where men connect, laugh, and bond,” Hoy says. “It’s also the perfect place to deliver an important message: don’t wait, act now. If we can get blokes talking about their health at Ally Pally, between pints and 180s, then we’ve already won.”
Hoy is full of praise for Paddy Power’s typically no-holds-barred approach.
“Paddy Power’s always been about grabbing attention, and this time, it’s for something life-changing,” Hoy says. “They’re using their platform not just to entertain but to save lives, and that’s something I’m proud to be part of.
“The nine-dart bonus is a stroke of genius,” he adds. “It celebrates the players’ talent while turning it into something much bigger—a chance to make a real difference.”
At the heart of The BIGGER 180 is Prostate Cancer UK’s 30-second risk checker – an online tool that makes taking the first step simple and private.
Men don’t need to wait for symptoms
Hoy urges. “The risk checker is quick, easy, and could save your life.”
The campaign aims to get 180,000 men to complete the risk checker by January 3rd.
Funds raised will support the TRANSFORM Trial, which could revolutionise how prostate cancer is detected.
“The PSA test isn’t perfect, and that’s one of the reasons doctors often wait until you’re 50 to recommend it,” Hoy explains. “The TRANSFORM Trial could completely change that. It’s exciting to be part of something so impactful.”
This trial has the potential to make early detection more accurate, saving thousands of lives every year.
For Hoy, The BIGGER 180 is more than just a campaign – it’s a chance to change lives.
“By the time my kids are grown, I want prostate cancer to have a completely different story,” Hoy says. “What we do now isn’t just for us – it’s for the next generation. Together, we’re paving the way for a brighter future.”
Paddy Power agrees: “Let’s face it – men are rubbish at talking about their health. But if we can get them thinking about it while they’re enjoying the darts – maybe having a laugh with their mates – that’s a win. This isn’t just about awareness – it’s about action.”
So whether you’re watching from the pub, the stadium, or your sofa, take Hoy’s advice: start the conversation, check your risk, and make health a priority.
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