‘Luke Littler effect’ catapulted darts firm into one of UK’s fastest growing companies with £100MILLION turnover

THE “LUKE LITTLER EFFECT” has helped propel an Essex-based darts company into the ranks of Britain’s fastest-growing private businesses.

Darts has enjoyed a remarkable rise in popularity over the last decade, with viewing figures regularly making it one of Sky Sports’ most-watched events outside of Premier League football.

But the arrival of Luke Littler in late 2023 elevated the sport to an entirely new level.

The Warrington wonderkid burst onto the global stage at just 16 years old when he reached the final of the 2023-24 PDC World Darts Championship at Alexandra Palace.

Since then, Littler has become the biggest star in the game, collecting 13 televised PDC major titles in the space of two-and-a-half seasons, including consecutive World Championship triumphs and a rise to World No.1.

His extraordinary success has transformed darts into a worldwide phenomenon and brought unprecedented attention to the sport.

Among the biggest beneficiaries has been Target Darts, the Harlow-based manufacturer that first recognised Littler’s talent as a youngster and has backed him throughout his career.

That long-standing relationship reached a landmark moment in January when the company agreed a record-breaking 10-year sponsorship deal worth £20million with the teenage sensation — the most lucrative contract the sport has ever seen.

The impact has been reflected in the latest edition of The Sunday Times 100 list, which tracks the growth of Britain’s leading independent private companies.

Target Darts secured 51st place in the national rankings, while Gary Lineker’s GoalHanger Podcasts Limited claimed top spot for 2026.

According to figures published by The Sunday Times, Target Darts generated £106.5million in latest sales and recorded growth of 81.91 per cent over a three-year period.

Companies must employ at least five members of staff and remain profitable to qualify, with rankings determined by compound annual growth in revenue over three years.

Target’s rapid expansion has been fuelled by strong sales of its innovative Omni auto-scoring system, alongside commercial partnerships with major brands including Currys, Smyths Toys, Disney and Xbox.

The company has also expanded aggressively into key markets across the United States and Asia while selling vast quantities of Littler-branded products, ranging from darts and dartboards to shirts, flights and accessories.

As Littler’s fame has spread across the globe, so too has awareness of the sport, helping drive significant growth for the company.

Target Darts chairman and owner Garry Plummer, 61, knows the business inside out, having started work in the company’s factory at the age of 14.

Plummer now also manages Littler after the world champion parted ways with former mentor Martin Foulds last year.

The firm’s stable of stars also includes 16-time world champion Phil Taylor and former Lakeside champion Stephen Bunting.

Target Darts chief executive James Tattersall said: “We’re incredibly proud to be recognised in The Sunday Times 100, Britain’s fastest-growing private companies.

“Our growth reflects the momentum behind darts globally, but also the work we’ve put in over a number of years to innovate and create new ways for people to engage with the sport.

“From product innovation through to connected experiences like Omni, our focus has always been on growing and improving the game by challenging the standards.

“There is still huge untapped potential, and we’re excited about the role we can play in driving darts forward for players, fans and the next generation coming into the sport.”