Luke Littler has signed a new sponsorship deal reportedly worth £20m.
While it wouldn’t be drawn on the amount Target Darts said that the “historic, long-term deal” was worth “multi-millions” and was the largest agreement in darts history between a brand and player.
“I met Luke at the BDO Youth World Championship Qualifier when he was 12, and that day his dad asked if we would sponsor him,” said Target’s Chairman Garry Plummer.
“We’d never taken on someone so young, but I saw something special in him and saying yes was easy. Watching him grow since, as both a player and a person, has been a privilege. His achievements on and off the oche have been remarkable, and this new agreement celebrates everything we’ve built together and the exciting future ahead.”
Luke Littler explained:
“Target has believed in me from day one and I’m delighted that there are many more years to come.
“From my playing career to my product range, we’ve built everything together and I’m really excited to commit to our partnership long-term and see where we can take this next.”
Littler has been involved in developing a full product range, including his replica darts, Nuke-branded dartboards, and an entry-level range of magnetic dartboards designed for children.
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That range has expanded significantly in recent months and is now stocked by major national retailers including Smyths Toys, Argos, and TGJones, alongside a growing list of international partners, underlining Littler’s reach far beyond traditional darts retail.
He was also recently the face of Target’s largest-ever media campaign, spanning television and digital platforms across the UK, Germany, and the United States.
“Luke’s rise has been extraordinary and he has played a major role in elevating both the sport and our brand globally,” said James Tattersall, Group CEO at Target.
“The scale of this new agreement reflects not only what Luke has already achieved, but the immense potential ahead. It secures the long-term future of our partnership and strengthens our ability to keep pushing darts forward through innovation, product development and global growth.”
