World number one Luke Littler has signed a historic sponsorship agreement reportedly worth up to £20 million, making it the most lucrative deal ever secured by a professional darts player and further cementing his status as the sport’s biggest modern star.

The 18-year-old darts sensation, who recently collected a £1 million prize after winning the World Darts Championship, has agreed to a 10-year partnership with Target Darts, the company confirmed on Friday. According to PA Media, the agreement includes performance-based bonuses and commercial add-ons that could see the overall value reach the £20m mark.

Target Darts described the partnership as “the largest agreement in darts history between a brand and a player”, underlining Littler’s extraordinary rise and commercial appeal at such a young age.

A Landmark Moment for Darts

Littler, who is also managed by Target, paid tribute to the brand’s long-term belief in him, highlighting how the relationship has grown alongside his playing career.

“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 really excited to commit to our partnership long-term and see where we can take this next.”

Target currently markets a full Luke Littler-branded range, including darts, dartboards, replica shirts and other equipment, which has proven hugely popular since his emergence on the world stage.

Rapid Rise to the Top of the Game

Littler’s career trajectory has been nothing short of remarkable. He burst into the global spotlight at the 2024 PDC World Championship, reaching the final at just 16 years old before losing to Luke Humphries. That breakthrough sparked a surge in popularity for the sport and introduced a new generation of fans.

Since then, Littler has dominated the professional circuit. He won the Premier League Darts title in 2024, captured his first world title in January 2025, and went on to retain the crown, becoming only the fourth player in history to win the PDC World Championship in consecutive years.

Already, Littler has amassed two world titles and 10 major titles, placing him in elite company. Only Phil Taylor (14 titles) and Michael van Gerwen (three) have won more PDC world championships, highlighting the scale of Littler’s achievements before his 19th birthday.

Target’s Early Faith Rewarded

Target chairman Garry Plummer revealed that the partnership began when Littler was still a child, recalling the moment he first encountered the young prodigy.

“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 straight away. Saying yes was easy.”

That early decision has now been rewarded with a deal that reshapes the commercial landscape of professional darts.

Beyond a Darts Prodigy

The timing of the agreement reflects Littler’s growing influence beyond the oche. His rise has coincided with increased prize money, expanded venues, and record attendances, including the World Championship prize fund doubling to £1m and the tournament’s move to the larger Great Hall at Alexandra Palace, allowing tens of thousands more fans to attend.

Littler is currently preparing for a World Series double-header in Bahrain and Saudi Arabia, continuing his global schedule as darts’ most marketable and recognizable figure.

Once viewed simply as a teenage phenomenon, Luke Littler has now crossed into a different realm entirely — a global sports star whose impact is reshaping darts both competitively and commercially.