LONDON (AP) – Luke Littler, an 18-year-old darts sensation and reigning two-time world champion, has made headlines by signing what is believed to be the largest sponsorship deal in the history of darts, valued at a reported £20 million (approximately $27 million). This monumental agreement with British company Target Darts was announced on Friday.
Although specific figures were not disclosed by either party, Britain's Press Association reported that the 10-year deal encompasses potential earnings, bonuses, and a percentage of sales from products and equipment. Littler's prominence in the sport has played a significant role in pushing darts into the mainstream, making him one of Britain's most recognizable public figures.
Over the last two years on the darts tour, Littler has amassed nearly £3 million ($4 million) in prize money. Notably, £1 million ($1.34 million) of this total was earned from winning the World Darts Championship for the second consecutive year—marking a record for the winner's prize in the tournament. His impressive accolades at such a young age underscore his immense talent and potential in the sport.
Target Darts has been a loyal sponsor of Littler since he was just 12 years old, and the company is responsible for producing his darts. His trademark purple-and-yellow colors and image are prominently displayed on various accessories sold in toy stores across the UK, thereby highlighting his marketability and appeal to a younger audience.
The chief executive of Target Darts, James Tattersall, expressed pride in the new agreement, stating that it represents the largest sponsorship deal between a brand and a player in darts history. He emphasized that the deal is a testament to Littler's extraordinary achievements thus far and reflects the company's long-term belief in his continued impact both on the oche and in the broader sports community.
Tattersall further elaborated on the significance of the deal, noting that the scale of this new agreement not only acknowledges Littler's past achievements but also suggests immense potential for growth and increased visibility for all parties involved. The long-term nature of the contract indicates that Target Darts is committed to supporting Littler as he continues his journey in professional darts.
This landmark sponsorship deal places Littler in a unique position within the sports landscape. As financial incentives and brand partnerships become increasingly important for athletes, this significant backing could enable him to further invest in his training and elevate his status in the sport, potentially influencing a new generation of darts players.
With the backing of Target Darts, Littler is set to not only enhance his own career but also contribute to the growing popularity of darts, as his influence and recognition continue to expand across various demographics. The agreement symbolizes a pivotal moment not just for Littler but for the sport of darts itself, demonstrating how far it has come in terms of commercial value and public interest.
As the 2026 World Darts Championship approaches, fans and spectators alike will undoubtedly be eager to see how Littler leverages this substantial sponsorship to achieve even greater heights in his career.
