Luke Littler Signs with Target Darts After Management Overhaul: A New Chapter with Long-Time Sponsors
Luke Littler, the 18-year-old darts sensation and reigning PDC World Champion, has made a surprise move in his burgeoning career by signing a management deal with Target Darts, the company that has supplied his equipment since he was just 12 years old. The announcement, confirmed on October 14, 2025, comes just one week after Littler’s dramatic split from his previous management team, ZXF Sports, and represents a seamless transition into self-directed representation with a trusted partner. As Littler continues his dominant 2025 season—fresh off a £120,000 World Grand Prix title win over Luke Humphries on October 12—this partnership blends his professional growth with a nod to his roots, positioning him for even greater control over his £2.5 million+ empire.
The Announcement: A Natural Fit with Target
Target Darts, a leading manufacturer in the sport, revealed the news via an official statement, highlighting their decade-long relationship with Littler. “Target has been part of my career from the very beginning and I’ve always had a great relationship with everyone there,” Littler said. “I’m really happy to have their backing as I continue to focus on my game and prepare for the big tournaments ahead.” The deal encompasses both on-oche equipment supply and off-oche management, including endorsements, scheduling, and media, allowing Littler to leverage Target’s expertise without the full agency structure he outgrew at ZXF.
This comes after Littler’s October 6 Instagram post confirming his departure from ZXF founder Martin Foulds after five years, crediting them for “amazing times” but noting the need for a “next step” amid a busier schedule. “New what? I’m on my own. It’s just myself… with help from Garry [Plummer] at Target,” he quipped post his Grand Prix opener, teasing the move. Garry Plummer, Target’s long-time ambassador coordinator, will handle day-to-day guidance, blending family input with corporate support.
The Management Overhaul: From ZXF to Independence
Littler’s split from ZXF—mutual and grateful—was a shock, but it aligned with his maturity at 18. ZXF, under Foulds, guided him from junior prodigy to 2025 Triple Crown holder (World Championship £500,000, Premier League £275,000, World Matchplay £200,000), securing endorsements with boohooMAN, Xbox, and KP Nuts. “Martin has been brilliant for me and I wish him and everyone at ZXF the very best,” Littler wrote. The change, driven by burnout from 120+ matches and a lighter 2026 plan (more holidays with girlfriend Faith Millar), allows autonomy. Target’s involvement—since Littler was 12—ensures continuity, with no full agency speculated (e.g., Modus or Matchroom).
Littler’s 2025 Dominance: Fueling the Empire
The timing is poetic: Littler’s Grand Prix win (6-1 over Humphries, 102.15 average) pushed his 2025 earnings to £1.67 million, career prize money over £2 million, and net worth to £2.5M+ per Forbes. His PCOM jumps to 42nd (£181,500), £70k behind Humphries’ £1.68M Order of Merit lead—the closest since April. Self-managing with Target and family, Littler’s eyeing No. 1 by the Worlds (December 15, 2025-January 3, 2026).
Girlfriend Faith Millar’s ecstatic celebration during the Grand Prix final (viral hugs with family) highlighted his balance. “She’s my rock—keeps me normal,” Littler said.
| Milestone | Littler’s 2025 Earnings | Career Prize Money | Net Worth (Oct 2025) |
|———–|————————|——————–|———————-|
| Triple Crown + Grand Prix | £1.67M | £2M+ | £2.5M+ (Forbes) |
| Endorsements | £1M+ | N/A | £500k+ (Target, boohooMAN, etc.) |
Why Target? A Partnership Built on Trust
Target, a darts equipment giant, has been Littler’s sponsor since his youth days, providing custom 23g barrels that powered his nine-darters and 102+ averages. “Luke’s journey with Target started when he was a kid—now we’re partners in every sense,” said Target CEO David Boyce. The deal ensures Littler retains control while gaining expertise in endorsements and scheduling, ideal for his lighter 2026 (fewer Pro Tour events).
Fans on X celebrated under #LittlerTarget: “From kid with darts to managed by the brand? Nuke’s a genius!” (200k likes). Wayne Mardle agreed: “Smart move—Target knows darts inside out.”
As Littler eyes the US Darts Masters (October 17-19, £30,000 final), his Target signing isn’t just business—it’s evolution. The Nuke’s overhaul? A masterstroke for the multi-millionaire machine.
