Teenage darts phenomenon Luke Littler has secured a monumental financial payday, agreeing to a record-breaking £20 million sponsorship deal with his equipment supplier, Target Darts. This historic agreement comes just a week after the 18-year-old claimed a £1 million prize for winning the PDC World Darts Championship at Alexandra Palace for the second time.
A Decade-Long Deal for a Sporting Superstar
The new contract, reported by the Press Association, is a ten-year partnership that represents the most lucrative deal in the history of darts. It includes potential earnings and bonuses, as well as a percentage of sales from Littler's branded products. The deal underscores his immense commercial value, which has skyrocketed since his sensational debut run to the World Championship final as a 16-year-old in 2024.
Littler has spearheaded darts' surge into the mainstream, with his signature darts sets and magnetic boards becoming bestsellers on the high street. His marketability now extends far beyond the oche, with existing lucrative endorsements with brands like Xbox, KP Nuts, and Boohoo Man.
"Target Believed in Me From Day One"
Expressing his delight, Littler, who is also managed by Target, said: "Target has believed in me from day one and I’m delighted that there are many more years to come. From my playing career to my product range, we’ve built everything together and I’m really excited to commit to our partnership long-term and see where we can take this next."
The young champion's generosity was also highlighted; he reportedly bought all the staff at Target Apple AirPods for Christmas. In just two years on the professional tour, Littler has already won nearly £2.8 million in prize money alone.
A Partnership Forged in Youth
Target chairman Garry Plummer revealed the partnership's origins, recalling meeting a 12-year-old Littler at the BDO Youth World Championship Qualifier. "His dad asked if we would sponsor him," Plummer said. "We’d never taken on someone so young, but I saw something special in him and saying yes was easy. Watching him grow since, as both a player and a person, has been a privilege."
Plummer added that the new agreement celebrates their shared journey and the exciting future ahead for the player who has become a two-time world champion. Littler is now preparing for his next competitive outings at the World Series double-header in Bahrain and Saudi Arabia.
