Sir Chris Hoy is leading the charge with The BIGGER 180 initiative, which aims to encourage early prostate cancer symptom checks among men.
The revered six-time Olympic gold medallist made the heart-wrenching announcement of his terminal cancer diagnosis in October, sharing that he has been given a life expectancy of two to four years.
Former cyclist Hoy, 48, has been candid about his experience, from receiving his initial cancer diagnosis to the moment when he received his saddening prognosis.
As part of efforts to get more men checked for prostate cancer symptoms, Hoy has thrown his support behind a Prostate Cancer UK campaign in collaboration with PDC World Darts Championship sponsor Paddy Power. He's due to make a special appearance at Alexandra Palace to award the Ballon d'Art trophy.
Hoy has been selected to present this honour to the dart player notching up the most 180s during the competition, a title secured by reigning champ Luke Humphries in the previous season.
In discussing the critical nature of early checks for symptoms, Hoy referenced a personal sign he had experienced. Speaking to the BBC this year, he remarked, "All I had was a pain in my shoulder and a little bit of pain in my ribs," pointing out how earlier detection could have potentially altered his prognosis.
"[This] ache and pain didn't go away. I assumed it was going to be tendonitis or something, and it was just going to be lay off weights or lay off cycling for a wee while and get some treatment and it'll be fine.
"If sharing my story gets just one person to check their risk or book a screening, then it's all been worth it," the Edinburgh native said about The BIGGER 180 campaign.
"I didn't have any symptoms until it was too late. 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."
Hoy insisted that the Ally Pally setting is the "perfect place" for this campaign to make an impact on thousands of men who are out watching the darts. "Sport is where men connect, laugh, and bond," he said.
"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."