Whyte & Mackay is investing GBP2m (US$2.9m) into a marketing campaign to support Premier League Darts in the UK.

The Whyte & Mackay Premier League kicks off in Liverpool on 5 February, also marking the start of the whisky company's 'Get In' campaign, which will include a 15-week national TV advertising campaign on Sky Sports, activity with national newspapers and a trade promotion.

"Our first year of sponsorship generated huge brand awareness allowing us to grow our 18-34-year-old drinker base by a staggering 83% and our volume by 50%," said Nick Gaskin, Whyte & Mackay UK marketing director.

"This year will be even bigger as the demand for the largest indoor sports event continues to grow. The 'Get In' marketing campaign will help drive trade into pubs and retailers throughout the country on a Thursday night as a younger audience look to tune in to the live coverage or pick up the arrows in bar."

The promotion will also offer the opportunity to win a trip to the Wembley final of the competition.

Whyte & Mackay is owned by Vijay Mallya's UB Group.