Milwaukee takes on the machine

Published:  23 March, 2011

NOTTINGHAM: Milwaukee, a leading global manufacturer of heavy-duty electric power tools, has strengthened its presence in the UK by teaming up with another force to be reckoned with in the form of ‘The Machine’ – also known as darts champion James Wade.


Mr Wade, who has been referred to as ‘the hottest property in darts’ (Eric Bristow MBE) is renowned for his unlimited skill and ability when playing Britain’s biggest indoor sport. World ranked number 4, James has been a professional since 2004, he is the second most successful player in the PDC history and he has won six major titles in the last five years.


Becoming a primary sponsor for Mr Wade this year, Milwaukee has secured shirt sponsorship to increase brand exposure with over 50 hours on TV and constant exposure at events.


The new relationship also enables Milwaukee to offer enhanced corporate hospitality to clients – not only being allocated a 10 seat table at the front of each venue with space for eight customers and two Milwaukee hosts, but also giving customers the chance to meet Mr Wade at the events. In the pipeline, Milwaukee also has plans for him to join them at their stand at one of the major tradeshows in 2011.


To celebrate this deal, Milwaukee’s area sales managers will be challenging their distributors to qualify for a place at one of the forthcoming heats or the final and enjoy a great night out. To qualify, customers must purchase products that they normally don’t carry on stock, and can decide how many tickets they want by the size of their order.



Malcolm Laurie, Trade Marketing Manager for Milwaukee, added: “With 200 000 live spectators watching darts every year and TV audiences only second to football, sponsoring James presents us with a great opportunity to raise the profile of Milwaukee to our key customers."

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