BRADFORD'S Joe Cullen has finally broken his duck at the BetVictor World Matchplay Championships.

After three successive defeats at Blackpool's Winter Gardens, the world No 18 stormed past limping world No 12 Gerwyn Price 10-3 in the first round of the 32-player event yesterday afternoon to notch one of the biggest wins of his career.

Cullen, 29 earlier this month, took the first seven legs in the Sky Sports-televised event.

The 33-year-old Welshman shared the final six legs, but it wasn't enough as 'The Rockstar' went through 10-3.

Cullen, who hit four of his first six doubles, landed 53 per cent of them overall and checked out on 10 of his 18 attempts, including a highest of 170.

Premier League star Price was only successful in three of his 13 attempts at doubles.

Cullen admitted: "It feels like the time for me to have a good run on TV.

"It's a relief to win up there for the first time and I'm happy with the win.

"Gerwyn was struggling with his injury but it's my job to capitalise on that and that's what I did.

"My finishing was good and the 170 topped it off."

Cullen now faces Daryl Gurney, who beat Steve West 12-10, in the last 16 tomorrow night.