This week the PDC World Darts Championship generated TV audiences in the UK comparable to Premier League matches and greater than the Ryder Cup and Ashes. 

16-year-old Luke Littler’s surprise run to the final helped, but that darts can generate seven-figure audiences is fundamentally due to the jeopardy generated by the format of the sport. 

With seconds remaining in the two-hour final, underdog Littler still had a meaningful chance (better than 1-in-5) of winning. Darts’ legs and sets format and pace of play keeps fans guessing until the last.

Jeopardy is intangible but measurable. Some of the best sport in the past year – the Rugby World Cup quarter finals, Solheim Cup, IPL final – all had close to 50/50 odds at their climax.

Jeopardy shouldn’t be manufactured, but it can be encouraged. Prize money distribution, rules and regulations, and formats can all be modelled and implemented to deliver it.