Luke Littler’s team sign three-time world champion in ‘landmark’ deal to ‘lead darts into next era’

TARGET DARTS has strengthened its grip on the future of the sport after signing Beau Greaves to a landmark long-term management deal, placing her alongside world champion Luke Littler under its growing player representation division.

The Essex-based company, recently recognised as one of the UK’s fastest-growing businesses, has already enjoyed a successful partnership with Greaves through the sale of her branded darts equipment and merchandise. However, the new agreement will see Target take full responsibility for managing the 22-year-old’s career and commercial interests.

Greaves has established herself as one of the most dominant figures in the women’s game, winning three Women’s World Championship titles and the Women’s World Matchplay crown. She has also repeatedly demonstrated her ability to compete with — and beat — some of the biggest names in men’s darts.

The Doncaster star made history earlier this year when she became the first woman ever to win a PDC ranking title, defeating Michael Smith 8-7 in the final of Players Championship 11 in Milton Keynes.

Despite suffering first-round exits in her two appearances at the PDC World Darts Championship at Alexandra Palace, Greaves remains widely tipped to become only the second woman, after Fallon Sherrock, to win a match on the sport’s biggest stage.

Her latest move comes after earning a two-year PDC Tour Card, making her just the second female player to secure full-time status on the professional circuit.

Target Darts expanded into player management last year when it took over representation of Luke Littler following his split from former manager Martin Foulds. Reports earlier this year suggested the reigning world champion signed a record-breaking £20million long-term deal with the company.

Speaking about her new agreement, Greaves said: “I’m really proud to be joining Target Darts. Winning my first PDC title and making history is something I’ll never forget.

“To now be working even more closely with the team is really exciting.

“They’ve supported me throughout an important stage of my career and I know they share my ambition for what comes next.

“I’m looking forward to continuing to develop my game, growing my profile and seeing what we can achieve together in this next phase of my career.”

Target says it will support Greaves through commercial representation, brand development and long-term strategic planning as she continues her rise in the sport.

The world No. 78 becomes only the second player on the company’s management roster, further strengthening Target’s influence within professional darts as it pushes for greater commercial opportunities and professional standards across the game.

Target Darts CEO James Tattersall described Greaves as a once-in-a-generation talent.

He said: “Beau is a generational talent.

“Becoming the first woman to win a PDC ranking title was a landmark moment for the sport and we’re incredibly proud to represent her.

“We’ve worked closely with Beau over the past year and have seen first-hand the impact she is having on the game.

“She is helping inspire a new generation of players and fans, and we believe she has an enormous future both on and off the oche.

“This isn’t about building a large player management business.

“Our view is that darts remains significantly undervalued compared with other major sports, and too often players don’t receive the level of commercial support or representation their profile deserves.

“By working closely with players like Luke and Beau, we want to help demonstrate what the future of player management in darts can look like.

“Providing support across commercial, legal, financial and brand development matters, while ensuring players are rewarded fairly for the value they create.

“As a company, we want to help lead darts into its next era. Supporting players properly is an important part of that.”