Teenage darts phenomenon Luke Littler has put pen to paper on the most financially significant sponsorship agreement the sport has ever witnessed, securing a monumental £20 million partnership with his equipment supplier, Target Darts.
A Decade-Long Deal for a Sporting Prodigy
The landmark deal, reported by the Press Association, spans ten years and is valued at an astonishing £20 million. This comprehensive package includes potential performance bonuses and a lucrative share of sales from Littler's branded products. The announcement comes hot on the heels of the 18-year-old from Warrington securing his second PDC World Darts Championship title at Alexandra Palace just last weekend, a victory that itself earned him a historic £1 million prize pot.
Littler's rapid ascent from a 16-year-old finalist in 2024 to a dominant, mainstream sporting figure has been nothing short of meteoric. His influence extends far beyond the oche, with his signature darts sets and magnetic dartboards becoming top-selling items in high street retailers across the UK. His substantial social media following, including 2.1 million Instagram followers, underscores his unique crossover appeal.
From a 12-Year-Old Prospect to a £20m Asset
Reflecting on the new long-term commitment, Littler, who is also managed by Target, expressed his delight. "Target has believed in me from day one and I'm delighted that there are many more years to come," he said. "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 relationship began when Littler was just 12 years old. Target chairman Garry Plummer recalled the pivotal moment: "I met Luke at the BDO Youth World Championship Qualifier when he was 12, and that day his dad asked if we would sponsor him. We'd never taken on someone so young, but I saw something special in him and saying yes was easy." Plummer added that watching Littler grow "as both a player and a person has been a privilege" and that the new agreement celebrates their shared journey and future.
Building a Commercial Empire Beyond the Oche
This record-breaking contract is the centrepiece of a burgeoning commercial portfolio for the teenager. In just two years on the professional tour, Littler has already amassed close to £2.8 million in prize money alone. His endorsement roster is equally impressive, featuring major brands such as Xbox, KP Nuts, and Boohoo Man.
Littler's generous nature was also highlighted recently when he purchased Apple AirPods for all Target staff as a Christmas gift. The sporting superstar is now preparing for his next competitive challenge, the World Series double-header in Bahrain and Saudi Arabia.
This unprecedented deal not only cements Luke Littler's status as darts' premier attraction but also marks a new commercial zenith for the sport itself, demonstrating its powerful entry into the mainstream of British entertainment and business.
