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Record-breaking sponsorship for darts champion
Eighteen-year-old Luke Littler has signed a 10-year deal with Target Darts worth up to £20 million, marking the largest sponsorship agreement in the sport's history. The contract follows his recent victory at the 2026 World Darts Championship, where he claimed a £1 million prize.
Deal details and reactions
Target Darts, which also manages Littler, described the agreement as unprecedented in darts. The package includes base payments, performance bonuses, and additional incentives. Neither Littler's representatives nor Target Darts have commented further, though BBC Sport has sought clarification.
"Target has believed in me from day one. From my playing career to my product range, we've built everything together, and I'm excited to see where this partnership takes us next."
Luke Littler
Littler's rapid rise in darts
Littler's breakthrough came in 2024 when, at 16, he reached the World Championship final, narrowly losing to Luke Humphries. He went on to win the Premier League title that year and secured back-to-back world titles in 2025 and 2026. With 10 major titles already, he is now the third-most successful player in PDC history, trailing only Phil Taylor (14) and Michael van Gerwen (3).
Early support and future ambitions
Target Darts chairman Garry Plummer revealed the company first sponsored Littler at age 12 after meeting him at a youth qualifier. "His dad asked if we'd back him, and it was an easy decision," Plummer said. "There was something special about him even then."
Littler's influence extends beyond the oche. His 2024 World Championship run as a teenager drew new fans to the sport, and his success has been linked to recent expansions, including a doubling of the tournament's prize money and a move to a larger venue at Alexandra Palace, increasing capacity by 70,000 spectators.
Next challenges
With the sponsorship deal in place, Littler is now preparing for the upcoming World Series events in Bahrain and Saudi Arabia. His dominance has transformed him from a darts prodigy into a mainstream sports star, with financial rewards to match.
