Teenage darts superstar Luke Littler has secured his status as the sport's top earner by signing the most lucrative commercial agreement in its history.
A Decade-Long Partnership Sealed
The 18-year-old phenomenon has committed to a monumental 10-year partnership with his equipment supplier, Target Darts. The deal, confirmed on Friday 09 January 2026, is reported to be worth a staggering £20 million. This landmark contract surpasses any previous financial arrangement in professional darts.
Breaking Down the Record-Breaking Terms
The agreement is not just a simple sponsorship. It encompasses a complex structure designed to reward the player's success and marketability. The package includes a substantial base fee, significant performance-related bonuses, and a lucrative percentage of sales generated from Littler's own range of branded products.
This comes hot on the heels of Littler's recent triumph at Alexandra Palace, where he secured his second PDC World Darts Championship title. Since his explosive debut in the 2024 tournament, Littler has been credited with dramatically boosting darts' profile and attracting a new, mainstream audience.
Building a Commercial Empire
The Target deal is the crown jewel in a growing portfolio of endorsements for the two-time world champion. Littler already has significant partnerships with major brands including Xbox, KP Nuts, and Boohoo Man. His ability to connect with fans, both old and new, has made him one of the most sought-after personalities in British sport.
Littler expressed his delight at extending his relationship with Target, a company he has worked with since his early rise. The long-term nature of the contract signals a shared belief in his continued dominance and influence for years to come.
This record-breaking deal firmly establishes Luke Littler not just as a sporting champion, but as a premier commercial asset, setting a new financial benchmark for future generations of darts players.
