Darts prodigy Luke Littler has secured a monumental sponsorship agreement, signing what is believed to be the most lucrative commercial deal in the history of the sport.
A Historic £20 Million Partnership
The 18-year-old world champion has renewed his contract with equipment supplier Target Darts in a groundbreaking arrangement. According to reports from the Press Association, the total value of the new 10-year deal, which encompasses potential earnings, bonuses, and a share of product sales, stands at an astonishing £20 million.
This historic payday comes hot on the heels of Littler's life-changing victory at the PDC World Darts Championship last Saturday, where he claimed the tournament's first-ever £1 million prize pot at Alexandra Palace.
From Teenage Sensation to Mainstream Star
Littler, who is also managed by Target, expressed his delight at the long-term commitment. "Target has believed in me from day one and I'm delighted that there are many more years to come," he said.
The English player has been instrumental in propelling darts into the mainstream since his spectacular debut run to the World Championship final as a 16-year-old in 2024. His success has translated into significant earnings, with nearly £2.8 million won in prize money over just two years on the professional tour.
His commercial portfolio is also expanding rapidly, with existing lucrative endorsements including:
- KP Nuts
- Xbox
- Boohoo Man
A Partnership Forged in Youth
Target chairman Garry Plummer revealed the partnership's origins, recalling meeting Littler at a youth qualifier when the player was just 12 years old. "We'd never taken on someone so young, but I saw something special in him and saying yes was easy," Plummer stated.
"Watching him grow since, as both a player and a person, has been a privilege," he added. "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."
The company's faith has been rewarded with loyalty; Littler notably bought all Target staff Apple AirPods as Christmas gifts last year.
What's Next for Littler?
The teenage star is now preparing for his next competitive outings. He is scheduled to play in the World Series double-header, with events in Bahrain on 15-16 January 2026 and Saudi Arabia on 19-20 January 2026.
This record-breaking contract not only cements Luke Littler's status as darts' biggest commercial asset but also marks a new financial benchmark for the sport globally.
