In the electrifying world of professional darts, where precision meets massive global appeal, **Luke Littler** has just shattered another record—this time off the oche. Fresh from defending his PDC World Darts Championship title in dominant fashion, the 18-year-old sensation has signed what is widely regarded as the biggest sponsorship deal in the sport’s history: a long-term, multi-million-pound agreement with **Target Darts** reportedly worth up to **£20 million** (approximately $27 million) over 10 years.
This landmark partnership, announced shortly after Littler’s commanding 7-1 victory over Gian van Veen at Alexandra Palace on January 3, 2026, underscores the extraordinary trajectory of “The Nuke.” Target Darts, the British manufacturer that produces his darts and has backed him since he was just 12 years old, described the deal as “the largest agreement in darts history between a brand and a player.” It reflects not only Littler’s on-stage dominance but also his immense commercial pull, which has helped propel darts into mainstream consciousness like never before.
The agreement includes base earnings, performance bonuses, and a percentage of sales from Littler’s extensive product range—everything from replica darts and Nuke-branded dartboards to entry-level magnetic dartboards designed specifically for children. Littler has been hands-on in developing these items, which have become global bestsellers and introduced countless new fans to the sport, particularly younger ones.
**Luke Littler** expressed his excitement about the commitment, stating: “Target has believed in me from day one. 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.”
The roots of this relationship go deep. Target’s chairman, **Garry Plummer**, recalled the moment it all began: “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.”
That early faith has paid off spectacularly. Littler burst onto the scene as a 16-year-old in 2024, reaching the World Championship final in his debut appearance and captivating millions. Viewership records tumbled, with his matches drawing unprecedented audiences and boosting social media engagement across the sport. Since turning pro, he has amassed nearly £3 million in prize money alone, including the historic first £1 million winner’s cheque from the 2026 World Championship—the largest single payout in darts history.
His achievements keep piling up: back-to-back world titles, the Premier League crown, 10 major victories, and the world No. 1 ranking. Littler holds the World Championship, UK Open, World Matchplay, World Grand Prix, Grand Slam, and Players Championship titles, making him one of the most decorated young athletes in any sport. He has also shown gratitude beyond the board, personally gifting Apple AirPods to every Target Darts staff member after his latest world title win—a gesture that highlights the genuine bond in this partnership.
Target’s Group CEO, **James Tattersall**, emphasized the forward-looking nature of the deal: “The scale of this new agreement reflects not only what Luke has already achieved, but the immense potential ahead. Luke’s rise has been extraordinary and he has played a major role in elevating both the sport and our brand globally.”
This massive payday comes amid Littler’s personal milestones too—just days before the announcement, reports emerged of him purchasing a £1 million luxury mansion for his parents, a “forever home” symbolizing how far he has come from his beginnings in Warrington. He has also treated himself to a personalized BMW and enjoys other high-profile sponsorships with brands like Xbox, KP Nuts, and Boohoo Man.
As darts continues its global explosion, with upcoming events like the Bahrain and Saudi Arabia Darts Masters on the horizon, Littler’s influence shows no signs of slowing. At just 18, he is not only rewriting competitive records but also reshaping the sport’s commercial landscape. This historic deal with Target Darts cements his status as the face of darts for the foreseeable future—and proves that when talent meets opportunity, the rewards can be truly game-changing.
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