Luke Littler signs landmark 10-year deal as darts enters a new commercial era

January 12, 2026 Oliver Obel

Luke Littler’s latest milestone did not come from a checkout or a nine-darter, but its impact may last just as long.

Days after defending his PDC World Darts Championship title, the 18-year-old has agreed to what is being described as the most valuable commercial deal in darts history a sign of how quickly the sport’s profile, and earning power, has shifted around a single player.

According to industry reporting, Littler has signed a 10-year agreement with equipment manufacturer Target Darts, extending a partnership that began when he was still competing in youth events. While neither party has confirmed the full value, the deal is estimated at around £20 million once projected earnings, performance bonuses and a share of merchandise sales are included.

If accurate, that figure would place the contract well beyond any previous individual sponsorship in the sport. For Target, it represents a long-term bet that Littler known to fans as “The Nuke” will remain the central figure in darts for years to come.

Littler’s rise has been as fast as it has been visible. After reaching the 2024 World Darts Championship final, he won the Premier League Darts title on his first attempt and then followed it with consecutive world championships. Alongside the trophies came something darts has rarely seen at this scale: sustained mainstream attention, particularly among younger viewers.

His defeat to Luke Humphries in the 2024 world final drew 4.8 million television viewers, making it Sky Sports’ most-watched non-football broadcast, according to the broadcaster. When Littler returned the following year to win the title, viewing figures again exceeded those of any world final prior to 2024. Walk into an arena now and it is not unusual to see replica shirts, homemade signs, and children mimicking his throw.

The moment has drawn comparisons with eras dominated by Phil Taylor and Michael van Gerwen. While both reshaped the competitive standard of darts, commentators have noted that Littler’s appeal amplified by social media and merchandising has pushed the sport into spaces it had rarely occupied before.

Target chairman Garry Plummer said the company first met Littler when he was 12, at a BDO Youth World Championship qualifier.

“I met Luke at the BDO Youth World Championship Qualifier when he was 12,” Plummer said. “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.”

Since joining the PDC tour, Littler has repaid that early faith. He won 10 titles in his debut season, added six major trophies in 2025, and became the youngest world number one in darts history. His PDC prize money now stands at close to £3 million, including £1 million for a 7–1 victory over Gian van Veen in the most recent world championship final.

For Target, the partnership is no longer just about performance on stage. Littler-branded darts, apparel and equipment have become some of the company’s strongest-selling products, tying his image directly to the sport’s current commercial surge.

After signing the new deal, Littler pointed to the longevity of that relationship.

“Target has believed in me from day one,” he said. “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.”

As darts continues to expand its audience and commercial reach, Littler’s record deal serves as a clear marker of where that momentum is coming from and how much of the sport’s future is now being shaped by one teenager.

Sources: Sky Sports, PDC reporting, Target Darts statements