Luke Littler agrees record-breaking £20m deal – and shows true colours | Other | Sport
Luke Littler has secured a record-breaking £20 million deal with his dart supplier. The Nuke, who recently bagged the first-ever £1million prize pot at the World Championship at Alexandra Palace, has renewed his contract with Target Darts.
The Press Association reports that the deal, inclusive of potential earnings, bonuses and a percentage of product sales, is set to be the most profitable in the history of the sport. Since making his debut run to the 2024 World Championship final at just 16, Littler has been instrumental in propelling darts into the mainstream. His branded darts set and magnetic board have become bestsellers in numerous high street shops, reflecting his influence beyond the sport.
Littler, who is also managed by Target, said: “Target has believed in me from day one and 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.”
In a classy gesture of thanks, the teenager personally bought all the staff at Target a set of Apple AirPods for Christmas. In addition to his earnings from the sport, which amount to nearly £3million in prize money alone over two years on tour, Littler also enjoys lucrative deals with brands like Xbox, KP Nuts and Boohoo Man.
Target Darts chairman Garry Plummer said: “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. We’d never taken on someone so young, but I saw something special in him and saying yes was easy.
“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 currently gearing up for the World Series double-header in Bahrain and Saudi Arabia later this month. He begins his Premier League campaign in Newcastle on February 5.
