The biggest deal in darts history: Luke Littler signs record-breaking new Target Darts contract

Fresh from sealing a second successive PDC World Darts Championship title at Alexandra Palace, Luke Littler has rewritten the sport’s commercial record books once again, committing his future to Target Darts in what has been confirmed as the largest player-brand agreement in darts history.

The landmark, long-term deal comes just days after Littler’s dominant run at Ally Pally, where his performances underlined why he now sits at the top of the sport both competitively and culturally. Already a back-to-back world champion, Premier League winner and The biggest deal in darts history: Luke Littler signs record-breaking new Target Darts deal major title holder, the teenager’s influence continues to expand well beyond the oche.

Speaking after the announcement, Littler placed the emphasis firmly on continuity rather than scale, reflecting on a relationship that has followed him since his early teens.

“Target has believed in me from day one and I’m delighted that there are many more years to come,” Littler said in an official press release. “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.”

While financial terms have not been disclosed, Target confirmed the agreement represents a multi-million-pound investment and the biggest of its kind ever signed between a darts player and a manufacturer. The timing is no coincidence. Littler’s second World Darts Championship title not only reinforced his competitive dominance, but capped a tournament that again demonstrated his ability to perform at historic levels on the biggest stage.

Across the 2026 World Darts Championship, Littler posted four of the highest match averages of the entire event, including a 106.02 average in the final itself, underlining the technical excellence that continues to drive his commercial appeal.

Now officially world number one, Littler’s profile has accelerated at a pace rarely seen in the sport. His rise has brought unprecedented mainstream attention, pulling new audiences towards darts and reshaping how the next generation engages with the game.

For Target, the deal formalises a relationship that began long before Littler became a household name. Chairman Garry Plummer recalled first encountering Littler as a 12-year-old at a youth qualifier, an early meeting that laid the foundations for what has since become one of the sport’s defining partnerships.

“We’d never taken on someone so young, but I saw something special in him and saying yes was easy,” Plummer said. “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.”

That long-term relationship was recently underlined by a gesture that spoke volumes about the dynamic between player and brand. Following his World Championship win, Littler personally bought Apple AirPods for every member of Target Darts staff as a thank-you for their support, a move that quietly illustrated the depth of the partnership beyond contracts and endorsements.

Littler’s influence has not been confined to televised events. He has played a direct role in developing an expanding Luke Littler product range with Target Darts, including replica darts, Nuke-branded dartboards and entry-level magnetic sets aimed at introducing children to the sport.

That range is now stocked by major national retailers such as Smyths Toys and Argos, as well as an increasing number of international partners, reflecting Littler’s growing reach outside traditional darts markets.

Target’s Group CEO James Tattersall highlighted that wider impact, noting that Littler’s rise has helped shift perceptions of darts globally. “Luke’s rise has been extraordinary and he has played a major role in elevating both the sport and our brand globally,” Tattersall said. “The scale of this new agreement reflects not only what Luke has already achieved, but the immense potential ahead.”

The new agreement also follows Littler’s role as the face of Target’s largest ever media campaign, spanning television and digital platforms across the UK, Germany and the United States, as well as a period of rapid growth for the manufacturer itself through licensed collaborations and new technology launches.

For Littler, however, the focus remains rooted in performance. Having just delivered one of the most statistically dominant World Darts Championship campaigns in recent memory, the new deal feels less like a reward for past success and more like an investment in what is still to come.

In a sport experiencing unprecedented growth, the timing feels symbolic. Just days after lifting the Sid Waddell Trophy once again, Luke Littler has secured his place not only as the game’s leading player, but as one of the most influential figures darts has ever produced.