Luke Littler secures historic sponsorship deal with Target Darts
Luke Littler has secured the most lucrative sponsorship agreement in darts history, committing to a decade-long partnership with Target Darts worth multiple millions of pounds, reports BritPanorama.
The announcement follows shortly after the 18-year-old won his second PDC World Darts Championship title at Alexandra Palace last Saturday evening. Littler’s success has positioned him as a significant figure in the sport, attracting considerable attention from fans and sponsors alike.
With his 19th birthday approaching in under two weeks, the Warrington-born star has solidified his relationship with Target Darts, the company that first backed him nearly seven years ago. The contract includes potential earnings from performance bonuses and a percentage from sales of darts products and equipment.
This partnership reflects Littler’s remarkable success on the oche, where he has claimed ten PDC televised major titles since emerging on the professional scene. In the past 25 months, he has earned over £3 million in prize money, establishing himself as the sport’s most marketable player.
The deal represents his second senior contract with the Essex-based company, following an initial agreement made in February 2024 after Littler reached the world final on his tournament debut. Target’s chairman, Garry Plummer, noted their relationship began when Littler was only 12, highlighting the confidence he had in the young athlete’s talents.
Plummer remarked, “Watching him grow since, as both a player and a person, has been a privilege. His achievements on and off the oche have been remarkable, and this new agreement celebrates everything we’ve built together and the exciting future ahead.” Littler joins a roster that includes former world champions Phil Taylor, Rob Cross, and Raymond van Barneveld.
Littler has expressed his enthusiasm for the extended partnership, stating, “Target has believed in me from day one. I’m delighted that there are many more years to come.” He added, “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.”
Looking ahead, the two-time world champion will next compete at the Bahrain Darts Masters next week. Target Darts has capitalised on Littler’s rise, with merchandise including magnetic dartboards bearing his image and equipment ranges now available in major retailers. How his profile develops in the coming years remains to be seen, but the stakes have certainly never been higher.
