Could manufacturer merger be on the cards? Target Darts look to cash in on Luke Littler effect with company behind Winmau circling amid potential £200m+ sale
PDC
Luke Littler is now managed by Target Darts, his longtime manufacturer and they could be about to cash in on his success with the company set to be put up for full or minor sale at auction.
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In news confirmed by Sky News, Target Darts could even be subject to a merger of sorts with Nodor Group who own Winmau and RedDragon determined to acquire the brand and further their grip on the sport.
As per the report, Deloitte an accountancy firm had begun contacting prospective buyers of Target Darts in recent weeks about a deal which could be worth in excess of £200m. Albeit the same report said it was unclear whether the brand ran by Garry Plummer who has worked for them since he was 14 before then buying the business would be willing to sell the business or retain a stake and continue to run it.
Could we get Winmau merger?
But a further insider said that Nodor Group was determined to secure the sale. Target Darts famously sealed a £20m sponsorship deal with Littler which was dubbed the largest agreement in darts history between a darts brand and a player despite Vincent van der Voort even rubbishing it. Last October, they also confirmed after Littler left ZXF that they would be taking on the management of his career.
“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," said Plummer at the time about sponsoring him and managing him.
“We’d never taken on someone so young, but I saw something special in him, and saying yes was easy.
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“Watching him grow since, as both a player and a person, has been a privilege.
“His achievements on and off the oche have been remarkable, and this new agreement celebrates everything we’ve built together and the exciting future ahead.”
Littler is managed by Target.
They seemed to confirm the news to Sky, saying that they are exploring moves to grow the brand even more, which doesn't, though, confirm that they are in the market to fully sell it. Previously, it was said that they expect a 40% surge this year in revenue from the record £106m accrued in the previous year.
"Target has established themselves as the world's most innovative and leading darts brand through sustained investment in products, technology, elite player partnerships and initiatives designed to grow the sport globally.
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“The ambition extends beyond manufacturing world-class darts equipment.
“The company is investing in technology, connected experiences, grassroots participation, players and commercial venue concepts, with a long-term vision to grow and enhance the sport of darts around the world, and as such, the management team are exploring strategic external partnership opportunities to support and accelerate the next phase of the company's already rapid growth.”
Samuel GillChief Content Officer
Samuel Gill is the Chief Content Officer (CCO) of DartsNews.com, a role he has held since 2020. He is responsible for editorial governance across the platform, including setting content standards, overseeing accuracy and consistency, and guiding long-term editorial strategy across professional darts coverage. Since joining, he has contributed more than 10,000 articles and editorial pieces, playing a central role in the development and daily operation of the site.
Based in Leicester, Samuel has extensive experience in darts media and has been closely involved in coverage of the professional darts circuit for several years. Within the UK darts community, he is a recognised figure known for his consistent editorial output and ongoing reporting on major tournaments and developments across the PDC calendar.
In his current role, Samuel works closely with editors and writers to ensure content meets clear journalistic standards, with a focus on source verification, editorial consistency, and timely updates when new, confirmed information becomes available.
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- I'm quite a jaded person all things considered, but to be honest I found Beat Luke Littler to be pretty entertaining. It certainly wasn't seamless, which is to be expected given the lack of precedence, but I actually think the pacing was pretty good, the production was impressive, and there was a good sense of humour and levity to it. I think it was a very ambitious undertaking but one that, for the most part, paid off. I liked the system with the four pots and I think it added to the drama and intrigue. I enjoyed seeing the diverse range of entrants and learning about their backstories. I think the interactivity was pretty clever and well-integrated. The panel was a little incoherent at times; Lee Mack shone however, and his improvisational skills were appreciated during some more awkward interstitial moments. As far as the darts is concerned, it was a shame that the format didn't allow Littler to get into full flow. You obviously don't want him to steamroll everyone but you want to feel like you're getting the full Littler package rather than seeing him struggling to get out of first gear. I will say that his leg against Jayden Walker was very impressive, but it was mostly downhill from there. The attraction revolves around Littler being this untouchable, indomitable force, yet the format doesn't really allow him to fulfil that characterisation. As for Fallon Sherrock, she was mightily impressive and deserved the victory. It is a testament to her unshakeable character that she was able to bang in a 14-darter under such mind-bending pressure. Everything that has been said about the misleading marketing is valid, though they were clear about their eligibility criteria and were able to offload the responsibility somewhat by bringing the viewers into the decision-making process in real time. What is clear though, is that Fallon played the game according to the rules, and she should not be criticised for that, much less abused. I will admit though that it is a kick in the teeth for those true amateurs who committed time and money to the course, and I would also question those who think pub players would have no chance, given that some of Littler's winning legs were dispatched in 7 visits to the board! The great thing about darts is that it isn't so much that amateurs cannot replicate the feats of brilliance pulled off by professionals of the sport, than it is that they simply cannot replicate the consistency of their output, something that this format almost entirely removes from the equation. It should also be noted that, financially, Fallon certainly stands to benefit much less in relative terms from the paycheque than would your average pub thrower, as I'm sure she nets a fair income from the lucrative exhibition circuit alone. What I do hope is that she might use this as an opportunity to really build up a head of steam heading into the new season, as it seems long overdue that she come through Q-School and really take it to the pros on a week-in week-out basis, but whatever she chooses to do, she has certainly achieved enough already for one if not several lifetimes, so who am I to dictate terms? To conclude though, I will state once again that I found Beat Luke Littler to be a pretty enjoyable evening of entertainment. I do feel for the contestants who never actually had the chance to try their luck against the world #1, although I suppose it comes with the format, but all which inevitably raises the question: will Netflix be tempted to do it all again next year? It's hard to say. Whether it would be financially viable, I can't weigh in there. One point I have been making though, and which I touched on earlier, is that the entire concept relies on a public perception that Littler is more or less unbeatable, and that certainly hasn't been the case of late. If the execs had been trying to pitch the show in recent months while Littler has seemed vulnerable, rather than when he was mopping up almost every major title on the calendar, it would certainly be a tougher sell. We will have to see in about 6 months' time whether Littler can still reliably command perception as a near-unstoppable force in darts, and then we'll have a clearer idea about whether we should expect a second helping. Even as a one-off experiment though, and with all the controversy taken into account, I still don't think they disgraced themselves by any means, and that will probably be my lingering assessment of the event when all is said and done.Deduce635801-11-2026
- Fair play to Fallon. But...shows the mockery when a professional players wins what was meant to be an amateur v Pro event, Littlers performance was poor, and what about the players who didn't get a game? Would have been better if the pot was split amoungst all the winners and they all got a leg.BandB31-10-2026
- Not even slightly interestedrick6730-10-2026
- And yet the PDC has decided to aggravate this problem by doubling the Players Championship Finals field from 2027. I can't imagine there will be fewer withdrawals next year with even less reason to turn up. I can only hope that a whole slew of Challenge Tour top-up players receive enough prize money in the absence of much of the elite, that some of the more complacent among them struggle to scrape into even a heavily diluted field! More semi-pro players will get to test their mettle, but the standard of competition will be much inferior. It could hardly be said that the Players Championship series will provide an opportunity for darts' second string to test their Tour Card credentials anymore, but at least it will underscore the achievements of those Challenge Tour players of current and previous years, who were able to prove themselves as more than capable of competing with, and beating, the elite of the sport on a consistent basis, and reaping the due rewards.Deduce635828-10-2026
- No point in being there? Champions want to win.Deduce635828-10-2026
- Littler lost to crabtree in the youth/junior/whatever you call it. He had no point in being there. He's unfortunately now got to the stage,he feels all he has to do is get on the stage to win. Well,I hope he realises part of his fear factor has gone. Happened to Taylor,then van gerwen,and it's causing him to realise pretty sharp,he isn't unstoppable. It's good for the sport,not 1 single player in my 60 years has ever,or will ever be, unbeatable.rick6725-10-2026
- I think it's great to see Mark Webster looking good,good ladrick6725-10-2026
- I agree,I can't believe the lack of coverage of this sad loss. Always enjoyed watching him,but I guess now it's all about littler,well it seems that way. Darts has sadly lost a good manrick6717-10-2026
- In the absence of a report regarding the death of Stefan Lord, I'll assist. An excellent player in the late 70s and early 80s, he actually won the now defunct 3rd place match at two World Championships and a couple of the News of the World Championships. A fabulous player and easily the best Swedish player ever. Rest peacefully Stefan.richieburnettrocks16-10-2026
- Joking aside, it is the second most watched sport on sky (more than golf, F1 etc) behind football only, and in participation is second to only football and swimming. It doesn't get the attention or sponsorship of "bigger" sports because it's not as sexy, but it's right up there.BandB13-10-2026