Luke Littler signs record-breaking sponsorship deal in darts history

Luke Littler has once again made history, this time off the oche. The 18-year-old, already a two-time World Champion, has reportedly signed a £20 million, ten-year sponsorship deal with Target Darts – the largest agreement of its kind the sport has ever seen.

The announcement comes just days after Littler successfully defended his World Championship title in dominant fashion, brushing aside the rest of the field with remarkable composure and maturity beyond his years.Target Darts, one of the world’s leading manufacturers of darts equipment, described the agreement as
“the biggest partnership ever between an athlete and a brand in the history of darts.”

A teenage star among the greats

Since January 4, Littler has been a two-time World Champion and already boasts ten major titles in his rapidly growing trophy cabinet. He is only the fourth player ever to defend a World Championship title, and only Phil Taylor and Michael van Gerwen have won more world titles than him.Taylor’s dominance came in an era when darts had nowhere near the commercial power and global reach it enjoys today, underlining just how extraordinary Littler’s rise has been.

“Target believed in me from the very beginning”

Speaking to the BBC, Littler highlighted the importance of his long-standing relationship with Target Darts:“Target believed in me from the very start. From my playing career to my signature products, we’ve built everything together. I’m really excited that we’ve committed to each other for the long term. Let’s see where this journey takes us.”With Target also playing a key role in his management, the landmark deal confirms Luke Littler’s status not only as the sport’s brightest star, but also as one of the most commercially powerful athletes in the world today.