Target Darts Sign Luke Littler to Biggest Deal in Darts History
Target Darts have officially tied down Luke Littler on what is being described as the biggest sponsorship deal in darts history, securing the sport’s most marketable star on a long-term agreement following his meteoric rise.
The 18-year-old world champion, already regarded as the face of modern darts, has committed his future to the British manufacturer after a run of success that has transformed the sport’s commercial landscape. Littler’s back-to-back PDC World Darts Championship triumphs, combined with his popularity among younger fans, made him one of the most sought-after athletes darts has ever produced.
The landmark agreement is understood to be the most lucrative equipment deal ever signed in the game, reflecting both Littler’s achievements on the oche and his immense off-stage value. While exact financial details have not been disclosed, the deal dwarfs previous sponsorship arrangements and underlines Target’s belief that Littler will define the next era of the sport.
Littler has been associated with Target since the early stages of his career, but the new contract represents a significant step up — not just in value, but in scope. The partnership will see the teenager play a central role in product development, global marketing campaigns and youth engagement initiatives, as Target looks to capitalise on darts’ growing worldwide appeal.
Speaking after the announcement, Littler expressed his excitement at committing his long-term future to the brand that supported him during his rapid ascent.
“Target have been with me from early on, so to sign a deal like this means a lot,” he said. “They’ve backed me all the way and I’m excited about what we can build together over the next few years.”
Target Darts CEO Garry Plummer described the agreement as a defining moment for both the company and the sport as a whole.
“Luke isn’t just a generational talent — he’s a global superstar in the making,” Plummer said. “This deal reflects his impact on darts and our confidence that he will continue to inspire the next generation of players and fans around the world.”
Since bursting onto the professional scene, Littler has shattered records, attracted unprecedented media attention and played a major role in drawing new audiences to darts. His success has coincided with soaring ticket sales, record viewing figures and increased prize money across the PDC calendar.
With a historic sponsorship deal now secured and his trophy cabinet already overflowing at just 18, Luke Littler’s influence on darts — both competitively and commercially — looks set to grow even further.
