Luke Littler Lands Record £20m Sponsorship Deal With Target Darts
Luke Littler’s rise in darts just hit another milestone, with the 18-year-old signing a record-breaking sponsorship deal reportedly worth up to £20m.
Fresh from winning the World Championship earlier this month and collecting a £1m prize, the world number one has agreed to a new 10-year contract with Target Darts. The deal, which includes bonuses and a cut of product sales, has been described as the biggest partnership ever seen between a darts player and a brand.
Target, who has previously worked with Littler, said the agreement reflects a long-term relationship that started when he was just 12 years old. Chairman Garry Plummer recalled first meeting Littler at a youth event, saying: “We'd never taken on someone so young, but I saw something special in him and saying yes was easy.”
Littler said the partnership has been central to his rapid rise and that committing for the long term felt like a natural step. “Target has believed in me from day one,” 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 teenager has already achieved more than most players manage in a lifetime. He burst onto the scene by reaching the 2024 World Championship final at 16, won the Premier League later that year, then lifted his first world title in January 2025 before defending it this season. Only Phil Taylor and Michael van Gerwen have won more PDC world titles, and Littler is just the fourth player to claim back-to-back championships.
Off the oche, his profile has soared too. Littler has earned close to £2.8m in prize money in just two years on tour and has signed sponsorship deals with brands including Xbox, KP Nuts and Boohoo Man. His branded darts equipment has also been selling strongly, helping drive the value of the new agreement.
Despite his age, Littler has spoken openly about how quickly his life has changed, recently saying he hopes to push his career earnings even higher after becoming the first player to pass the £2m mark.
With the new deal secured, Littler’s focus now returns to competition. He is currently preparing for the World Series double-header in Bahrain and Saudi Arabia, as his meteoric rise in the sport shows no sign of slowing.
