In a move that cements his superstar status, teenage darts phenomenon Luke Littler has put pen to paper on the most lucrative sponsorship agreement the sport has ever witnessed. The historic deal, a decade-long partnership with equipment giant Target Darts, comes hot on the heels of Littler securing his second PDC World Darts Championship title.
A Record-Breaking Partnership Reflecting Meteoric Rise
The new ten-year contract is valued at several million dollars, a figure that mirrors Littler's astonishing and rapid ascent in professional darts. From turning professional just two years ago, the Warrington-born star has captured global attention, amassing major titles, colossal prize money, and a massive, dedicated fanbase. This long-term commitment, which will take him into his late twenties, solidifies his position as darts' premier attraction.
The agreement is structured around multiple performance and commercial metrics. These include his tournament earnings, bonuses linked to his achievements on the oche, and a significant share of revenue from Luke Littler-branded products sold worldwide. This encompasses everything from specialized darts equipment to fan merchandise.
From Junior Prospect to Sport-Changing Superstar
Target Darts' faith in Littler is not new. The partnership began nearly seven years ago when the company supported him as a junior talent on the Development Tour and WDF circuit. This new contract marks his second senior deal with Target; the first was signed in February 2024 following his sensational debut run to the world final.
In an official statement, Target hailed Littler as a transformative figure for darts, crediting him with breaking records, attracting unprecedented global viewership, and inspiring a new generation of players and fans. He now shares the prestigious Target sponsor stable with legends like Phil Taylor, Rob Cross, and Raymond van Barneveld.
Expressing his gratitude, Littler stated that Target believed in him from the very start. "I'm really happy to be committing to Target for many more years to come," he said, highlighting how they have built his career and product range together. In a generous gesture of thanks, he purchased Apple AirPods for every member of the Target Darts staff.
Commercial Boom and A Bright Future
The commercial impact of Littler's popularity has been immense for Target. Products associated with him are now stocked by major retailers, and the company has expanded into licensed collaborations with global brands like Disney, Star Wars, and Xbox.
Littler's on-board achievements are the foundation of this landmark deal. In just over two years as a professional, he has clinched an impressive ten PDC televised major titles and earned over $3 million in prize money. This historic ten-year partnership with Target Darts is not just a reward for past success but a bold investment in the future of a player who has already redefined the sport.
