Calacus Monthly Hit & Miss – Darts & Colin Graves
Every month we look at the best and worst communicators in the sports world from the last few weeks.
HIT – DARTS
It’s not that long ago that darts was associated with smoke-filled bars, pints and a male dominated crowd that didn’t exactly welcome a wide demographic of fans.
Watching Eric Bristow or Jacky Wilson with a cigarette or a pint as they played promoted a certain image that seems alien to the way the sport is now contested.
It all changed when Barry Hearn, the renowned promoter of snooker and boxing, led a breakaway from the governing body, the British Darts Organisation, to allow players to compete throughout the year and make a living from the sport.
The Circus Tavern venue gave way to Alexandra Palace and a prize fund of £64,000 with a winner’s cheque of £16,000 has risen to £2.5m with 96 players from around the world battling for the winner's £500,000 grand prize.
The format may essentially have remained the same, but the event has taken on its own personality, blending sport and entertainment together with intro music for each player as they walk to the stage.
Darts has changed from being a sport for old men to a spectacle played and watched by a younger crowd, attracting attention from general sports fans over the Festive period in particular, rather than just a regular fanatical crowd, many in fancy dress outfits.
The sport has become progressive too, with Fallon Sherrock flying the flag for female players and beating men in the World Championships on more than one occasion.
No wonder Sky extended their broadcast deal until 2025 when the last contract came close to expiring and after this year’s drama, no one would bet against them extending it again.
That darts caught the imagination of the wider public is down in no small part to Luke Littler, the 16-year-old prodigy who reached the 2024 final having first played when he was only 18 months old.
Perhaps his success shouldn’t have been a surprise, given that he was playing in under-21 competitions when he was just 10.
The unlikely star, who looks older than his teenage years, was a breath of fresh air, joking about his diet of kebabs and pizza and obsession with his Xbox.
He beat former world champions and his idol Raymond van Barneveld on his way to the final to truly announce himself on the world stage.
Sports stars flocked to meet him, including Tottenham Hotspur’s James Maddison, Arsenal duo Declan Rice and Aaron Ramsdale and, after the final, he visited his beloved Manchester United, who introduced him to legendary former manager Sir Alex Ferguson.
Because of Littler, darts became front-page news, the talk of every UK television news show, and the 2024 World Darts Championship enjoyed record-breaking viewing figures thanks to Littler's fairy-tale.
His semi-final against Rob Cross averaged 1.79m viewers with a peak of 2.32m viewers, up by 40 per cent on the previous overall record and for the final that rose to a total audience of 4.8m viewers – the highest-ever non-football audience for Sky Sports.
Darts even dominated social media with Instagram seeing 11.8m video views and 10.2m total reach on Facebook. The Sky Sports website and app also saw 2.44m follow the live blog, up 307 per cent compared to last year’s final’s 648,000.
Sky Sports Darts' Wayne Mardle, who knows a thing or two about the sport, believes that Littler is the real deal.
He said: “I can't remember someone going up there with such a swagger and just banging in 180s and hitting 11 and 12-darters like they are going out of fashion.
"I'm a darts fan first and foremost, I was watching it and I had goosebumps watching him. I love people achieving and that was a boy achieving something on the world stage.”
UK-based global darts retailer, Darts Corner's managing director Craig Heenighan underlined how this year’s World Championships have had an impact on the sport as a whole.
He said: "Luke Littler's performance has captured the hearts of the nation. It's clearly had had a huge impact. It's not often that darts is on every radio station and on the back of every newspaper.
“If you think of elite-level sports, what 16-year-old could compete and make it to the final and have a have a really strong chance of winning?
"And it's not as though he's scraped through, he's been quite convincing in the wins he's had. I also just think it's probably the way he's gone about it. He doesn't look overawed. He's got a huge amount of composure. He seems very at home on stage, which is incredible for a 16-year-old.
"I think with the younger boys and girls around the country, looking at Luke, at the age of 16.... We've all seen the videos on TV of him playing (darts) in his nappy at 18 months old.
"I think that (says to) a new generation that darts is actually quite cool. And (they think): 'I could be quite good at darts.' And I think it just breathes new life, perhaps, into a new generation looking at the sport."
It’s not just the teenage sensation that caught the headlines though.
In a sport where opponents respect each other and promote the positive atmosphere created by the excitable crowd, a word too for the eventual winner this year, ‘Cool Hand Luke’ Humphries, who, despite ensuring no fairytale ending for Littler, did a great deal for the sport himself over the course of the event.
Humphries made no secret of his battles with anxiety but has overcome the challenges and lost some weight which has also benefited his performances.
In the post-match press conference, Humphries added that speaking openly about his troubles "definitely helped me because it was a weight off my shoulders".
"I'm not the only sportsman in the world who goes through it," he continued. “I was very open and honest about it because it was affecting my career and it was hard to hold it in.
"There have been lots of people on social media who've said 'You've really inspired me and helped me'. That makes me feel great. I didn't do it because of that. I did it because I wanted to be open and honest. All of a sudden I had celebrities and sports stars that messaged me and said that they go through the same."
Humphries, also praised the impact Littler has had and said: “I’m not just saying this because it will please everyone, but Luke has been an unbelievable talent. He has been fantastic with all the media that has come about with him and he took the defeat so well. He’s one of the best players in the world, there is no doubt about that.”
Humphries vowed to give some of his prize money to his local club as well as Prostate Cancer UK, who had already been pledged more than £900,000 after sponsor Paddy Power promised to donate £1,000 for every 180 that was landed, 914 in total.
"I'll donate a bit myself from the prize money. It's very, very close to my heart. My father-in-law, who has battled prostate cancer, went and got checked out. He's found it early.”
While there have been reports of pubs and clubs closing, reducing the access to darts by those who do not wish to play at home, organisations such as Flight Club can attract a Gen Z crowd.
With more than a dozen locations in the UK and venues in the US and Australia, they feature hi-tech booths with pumping tunes that also serve brunch and cocktails and interactive screens to allow groups to play different games.
Littler went one step further at the Bahrain Masters final later in January, hitting a nine-dart finish as he beat Michael van Gerwen 8-5 to secure his first senior PDC title.
It will be fascinating to see if Littler’s rise has a lasting effect on the popularity of darts but you wouldn’t want to bet against it after the excitement and focus this year’s World Championships attracted.
MISS – COLIN GRAVES
Yorkshire County Cricket Club (YCCC) has a reputation as one of the most well-regarded clubs in England, having won over 30 County Championship titles.
But the Club has been marred by scandal in recent years and rocked by financial uncertainty that threatens its very existence.
While Colin Graves was first Chairman of the 160-year-old Club, from 2012 to 2015, the Club faced accusations of institutional racism, culminating in a complaint from captain Azeem Rafiq and later from others, resulting in a high profile investigation.
While the scandal was unfolding, Graves had an opportunity to take a stand and ensure those who were guilty were punished and safeguards put in place to ensure nothing like that happened again.
Rafiq’s claims painted a sorry picture of the abuse he and others had suffered.
The Club appeared to reluctantly concede only that Rafiq had been “the victim of inappropriate behaviour” while Graves attempted to dismiss these claims of racist language as mere “banter”, and was understandably roundly condemned for his response.
In late 2021, the Club released a statement concluding that “there is no conduct or action taken by any […] players or Executives that warrants disciplinary action”.
Yorkshire refused to send “anyone with executive authority to give evidence” to a Parliamentary committee on the subject, while refusing to publish its internal report on the investigation into racism allegations.
When the report was published, it sent shockwaves through the Club and wider cricketing family, exposing a culture of racism that had long gone unpunished.
Yorkshire lost the right to host international games, was fined £400,000, and was docked 48 points from the 2023 County Championship, while many senior staff were sacked.
Sponsors understandably distanced themselves from the Club, including ground sponsor Emerald Publishing, creating financial issues that still afflict it today. The suspension of international games hosted at Headingley is estimated to have cost the club and surrounding area as much as £2,5m per game.
On top of the fine, the Chief Executive, Director of Cricket, and Head of Human Resources were all released, along with £3-4m.
After bungling their initial reaction, in August 2021, Yorkshire released a statement apologising to Rafiq and just over two years later, in October 2023, the Yorkshire Cricket Foundation released another statement apologising for racist behaviour.
Yorkshire’s increasingly difficult financial plight led to seeking investment from the Middle East to help address its financial challenges.
The situation got so bad that late last year, it transpired that the club was relying on support for the England and Wales Cricket Board (ECB) to help pay staff wages.
There were reports that the heating had broken down at Headingley and that former Newcastle United owner Mike Ashley was planning on buying the famous ground.
When Ashley’s bid failed to materialise, it was hardly a surprise when Graves was confirmed as the only viable option to help the club get back on its feet.
A statement from the Club said: “The Board of Yorkshire County Cricket Club has tonight agreed to recommend the loan agreement from Mr Colin Graves.”
The former Chairman then told talkSPORT: “The ball is in the Yorkshire board’s court to make a decision, but my interest is real, it’s absolute, and that’s for one reason and one reason only, and it’s to save Yorkshire County Cricket Club. None of us wants to see that institution disappear.
“It’s not in a good place so from my point of view that’s the reason I’m doing this. I’m passionate about the place and I want to make sure that Yorkshire County Cricket Club survives and prospers.”
Understandably, Rafiq has sharply criticised Graves’ return and said: “There is a sense of sadness, a bit of anger. The message it clearly sends out is cricket is not a place that is safe for people like me: people from South Asian communities or people of colour.
“We have ended right back where we started. Nothing has changed. All we have had are empty words and broken promises. Now a man who has always seemed to minimise the club’s problems, a man who last June went on television and dismissed racism as “banter”, a man whose family trust was described as a “roadblock” to reform, is likely to return to Headingley as chairman. So where is the outcry now? Where are the interventions?”
Earlier this year, Graves released a further statement apologising to the racism victims: “I apologise personally and unreservedly to anyone who experienced any form of racism at Yorkshire County Cricket Club. Discrimination or abuse based on race, ethnicity or any other protected characteristic is not and never will be acceptable.
“I profoundly regret some of the language I used when asked about the events that took place when I was Chairman, at a time when I was no longer at the club. I understand and sympathise with those who regarded my comments as dismissive or uncaring.”
Local MP, Alex Sobell, made a plea for alternative investors and said: "Yorkshire County Cricket Club has admitted the racism prevalent at the club exposed by the brave testimony of Azeem Rafiq and rightly set up a whistleblowing helpline and investigation into the cases raised.
"Mr Graves has dismissed what the club has admitted, describing it as banter. I am very concerned that we would lose the progress we have made under a return by Mr Graves and would need not just a statement recanting his views but full commitment to create a club for the whole community."
Clive Efford MP, a member of the Culture, Media and Sport (CMS) select Committee, said Graves' return to the club would be "a disaster" while its Chair, Dame Caroline Dinenage MP, invited Graves to give evidence to the committee in February, adding that his return "undermines" the progress that Yorkshire has made so far.
"The disgraceful treatment of Azeem Rafiq by Yorkshire CCC was the tip of the iceberg, with racism, classism, sexism and misogyny found to be entrenched across the sport," Dinenage said in a statement.
"The publication of the Independent Commission for Equity in Cricket's report last year offered a turning point for English cricket, which the ECB appears to be taking.
"The return of Colin Graves to Yorkshire and to English cricket risks undermining what progress has been made so far.
"The Culture, Media and Sport Committee will be watching closely as this deal progresses, so that the terrible past of Yorkshire CCC does not repeat itself."
Charity Sporting Equals also criticised the plan and stated: “The potential reinstatement of Colin Graves as Chairman of Yorkshire County Cricket Club would undermine the progress made.
“His reinstatement would send a message that emboldens those who perpetuate the myth that racism is simply banter, that it is enough to pay lip service to policies and procedures. It would make a mockery of the suffering of ethnically diverse players across the country. It would be a rejection of the ICEC Report’s thorough investigation and well considered conclusions.“
The Club was then forced to refute accusations that it had dismissed other potential investors in preference to Graves’ return. "Yorkshire County Cricket Club and agents acting on our behalf have met with over 350 interested parties to work through the validity of each and every genuine offer to refinance the club.
"No stone has been left unturned and a thorough and rigorous process has been conducted by the board to ensure the club stays operational for the benefit of its members, creditors and employees. We refute any assertion to the contrary.”
There is no doubt that if Graves does ratify his bid for the Club, it will prove to be an unwanted sideshow and raise further questions about English cricket’s commitment to tackling racism.
Whether sponsors remain with the club or depart to disassociate themselves from the controversy remains to be seen, potentially plunging the Club into further financial difficulties.
Some are said to be reviewing the situation and Rafiq asked others to do the same:
"My question now is for Yorkshire's current sponsors… Does Colin Graves reflect your values? Is it acceptable to describe racism as banter?
"Sponsors found their moral compass before, and they need to find it again, because any organisation supporting this is complicit in it. There is still time for them to act, to leave now and stop Yorkshire stepping back in time and undoing what progress they have made in the past three years."
YCCC has now confirmed that Graves will return, passing the vote with an 88% majority, a huge endorsement from the Club members.
How far Graves goes in accepting his mistakes and ensuring progress continues to be made in the fight against racism may well determine whether the Club can move on from one of the biggest challenges it has ever faced.