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2w ago

Luke Littler Signs Record Darts Deal After Second World Title

A long-term Target Darts renewal signals how his dominance is translating into unprecedented commercial power.

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Darts - World Darts Championship - Alexandra Palace, London, Britain - January 3, 2026 Luke Littler poses with the trophy after winning the World Darts Championship Action Images via Reuters/Paul Childs/File Photo
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Overview

  • Target Darts announced the largest brand–player agreement in darts, extending its partnership with the 18-year-old world No 1.
  • The Press Association reports the 10-year deal could be worth about £20 million with bonuses and sales-based earnings, though Target has not confirmed the figure.
  • The structure features potential bonuses and a share of sales of his branded gear, and he also holds endorsements with Xbox, KP Nuts and BoohooMAN.
  • The renewal comes days after Littler earned a £1 million winner’s prize for retaining the PDC World Championship at Alexandra Palace.
  • British media report he bought a near-£1 million five-bedroom house for his parents and he gifted Apple AirPods to Target staff, as he prepares for World Series events in Bahrain and Saudi Arabia.