Luke Littler signs ‘biggest deal in darts history’ as £1million prize pales in comparison

Luke Littler has signed a record sponsorship deal for a darts player – agreeing a reported £20million partnership with Target Darts.

Days after pocketing £1m with a second straight victory at the PDC World Championship, ‘The Nuke’ has secured an even bigger pay day by signing a fresh contract with the darts supplier.

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The multi-million pound agreement will be spread over ten years, with Target Darts confirming it represents the most lucrative deal of its kind.

In a statement, the sports leading manufacturer called it ‘the largest agreement in darts history between a brand and a player’.

Littler has enjoyed a meteoric rise since bursting onto the scene with his run to the World Championship final as a 16-year-old in 2024.

He has quickly become the face of darts, and holds the UK Open, World Matchplay, World Grand Prix, Grand Slam and the Players Championship titles as well as his latest world title.

In the money

And his huge role in growing the sport has been reflected in the record-breaking sponsorship deal, which runs into the next decade.

It will reportedly be based on potential earnings and bonuses, as well as a percentage of sales of products and equipment to arrows fans.

Target chairman Garry Plummer welcomed the deal, as he revealed the long-lasting relationship between Littler and Target Darts.

Plummer said: “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.

“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.

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“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.”

Meanwhile, Target’s Group CEO James Tattersall was quick to highlight just how much Littler has benefited darts from a commercial perspective.

Reacting to the news, he added: “Luke’s rise has been extraordinary and he has played a major role in elevating both the sport and our brand globally.

“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.”

Littler himself welcomed the endorsement, after signing a contract that will see him continue his seven-year journey with Target.

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Reflecting on the deal, the 18-year-old said: “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’s lucrative new contract sees him comfortably overtake another legendary figure in the darts record books.

Back in 2024, six-time world champion Phil Taylor penned a six-year deal with Target, said to be worth £3m, which was the longest contract of his career.

Littler is currently preparing for next week’s Bahrain Darts Masters, which will be his first tournament since he clinched back-to-back titles at Alexandra Palace.

The teenage sensation followed up his 2025 final victory over Michael van Gerwen by thrashing Gian van Veen 7-1 last Saturday.