Just days after defending his PDC World Darts Championship title in commanding fashion at Alexandra Palace, becoming the first player to claim the £1 million prize pot, 18-year-old sensation **Luke Littler** has shattered yet another record—this time off the oche. The darts phenomenon, affectionately known as “The Nuke,” has signed what is widely regarded as the biggest and most lucrative player-brand agreement in the history of the sport: a groundbreaking 10-year partnership with **Target Darts** worth £20 million.
This unprecedented deal, announced on January 9, 2026, extends and deepens a relationship that began when Littler was just 12 years old. Back then, at a BDO Youth World Championship Qualifier, his father approached Target’s team about potential sponsorship. Fast-forward to today, and that early belief has blossomed into a landmark commitment that includes base earnings, performance bonuses, and a share of sales from Littler’s ever-expanding product line. It’s a testament to how far the teenager has come in under three years on the professional circuit, where he has already amassed over £2.8 million in prize money alone, alongside ten televised major titles.
Target Darts, the sport’s leading manufacturer, has reaped enormous rewards from Littler’s meteoric rise. His signature range—including replica steel-tip and soft-tip darts, the iconic purple-and-yellow “Nuke” playing shirts, Nuke-branded dartboards, and entry-level magnetic sets designed to introduce children to the game—has become a bestseller in major retailers like Smyths Toys, Argos, and TGJones. These products have brought darts into new households, expanding the sport’s reach beyond traditional venues. Littler’s hands-on involvement in developing this merchandise has only strengthened the bond, turning a simple equipment sponsorship into a full-fledged commercial empire.
The timing could hardly be more perfect. Littler’s second successive World Championship triumph saw him post some of the highest averages of the tournament, including a blistering 106.02 in the final against Gian van Veen. His dominance on stage—combined with his massive cultural impact—has driven unprecedented global attention to darts. Viewership figures have soared since his breakout 2024 final appearance, pulling in millions of new fans and proving that Littler isn’t just a player; he’s a generational force reshaping the sport.
“Target has believed in me from day one and I’m delighted that there are many more years to come,” Littler shared upon signing the deal. “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 gratitude runs both ways. In a touching gesture following his latest World Championship victory, Littler personally gifted Apple AirPods to every member of the Target Darts staff—a quiet but meaningful thank-you for their unwavering support throughout his journey.
Target’s Chairman Garry Plummer reflected on the extraordinary arc: “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. 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.”
This agreement places Littler alongside darts icons like Phil Taylor, Rob Cross, and Raymond van Barneveld on Target’s elite roster, but his deal stands alone in scale and ambition. It underscores how the 18-year-old has transcended the oche, blending elite performance with mainstream appeal. With additional sponsorships from brands like Xbox, KP Nuts, and Boohoo Man already in place, Littler’s commercial portfolio continues to grow as rapidly as his trophy cabinet.
As he prepares for the upcoming World Series events in Bahrain and Saudi Arabia, and with the Premier League Darts on the horizon, the focus remains on the board. Yet this historic contract ensures that Littler’s influence—both as a champion and a cultural icon—will echo for a decade and beyond. In an era where darts is booming like never before, “The Nuke” isn’t just playing the game; he’s rewriting its future.
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