Bullseye! Luke Littler Breaks The Bank; 18-Year-Old Secures Record-Breaking £20m Deal

Last Updated:January 09, 2026, 23:42 IST

Littler has signed a record £20 million deal with Target Darts after winning his second World Championship.

Darts World Champion Luke Littler (X)

Luke Littler’s meteoric rise has hit another staggering milestone.

The 18-year-old world champion has agreed the most lucrative sponsorship deal in darts history, signing a reported £20 million contract with Target Darts.

Fresh from lifting his second successive World Championship title at Alexandra Palace — and becoming the first player to bank a £1 million prize pot — Littler has renewed his partnership with the manufacturer that backed him from the start.

According to Britain’s Press Association, the 10-year agreement is worth up to £20 million, factoring in bonuses, performance incentives and a share of sales from Littler-branded darts and equipment.

Littler became a household name during his remarkable run to the 2024 World Championship final as a 16-year-old, where he finished runner-up to Luke Humphries. His rapid ascent since then has transformed him into Darts’ most marketable star, with his branded darts and magnetic boards flying off shelves across Britain.

“Target has believed in me from day one," Littler said. “From my playing career to my product range, we’ve built everything together. I’m excited to commit long-term and see where we can take this next."

Target chairman Garry Plummer revealed the roots of the partnership stretch back to Littler’s childhood. “I met Luke when he was 12, and his dad asked if we’d sponsor him," Plummer said. “We’d never taken on someone so young, but I saw something special straight away."

Now the world number one, Littler is preparing for a World Series double-header in Bahrain and Saudi Arabia.

(with AFP inputs)

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