Target Darts Inks Multi-Million Pound Deal with World Champion Luke Littler
4 hours ago
Target Darts has signed a new long-term, multi-million-pound agreement with recently crowned double PDC World Champion, Luke Littler, securing the future of one of the most impactful partnerships the sport has ever seen.
The new deal represents the largest agreement in darts history between a brand and a player, reflecting Littler’s extraordinary achievements and Target’s long-term belief in his continued impact on and off the oche.
Now the World Number One, Premier League Champion, back-to-back World Champion and Ten-time Major winner, ‘The Nuke’ has rewritten the record books, driven unprecedented global attention and introduced darts to a new generation, young and old.
Speaking about the announcement, Target’s 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.”
James Tattersall, Group CEO at Target, added: “Luke’s rise has been extraordinary and he has played a major role in elevating both the sport and our brand globally.
“The scale of this new agreement reflects not only what Luke has already achieved, but the immense potential ahead. It secures the long-term future of our partnership and strengthens our ability to keep pushing darts forward through innovation, product development and global growth.”
Reflecting on the deal, Luke Littler 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.”
The partnership extends beyond competition and commercial success. Following his recent World Championship triumph, Littler personally purchased a brand-new set of Apple AirPods for every member of Target Darts staff, as a thank-you for their continued hard work and support throughout his career to date – a gesture that reflects the close, long-standing relationship between player and brand.
Alongside his competitive success, Littler has played a hands-on role in developing a full Luke Littler product range loved by fans globally– including his replica darts, Nuke-branded dartboards, and an entry-level range of magnetic dartboards designed for children.
That range has expanded significantly in recent months and is now stocked by major national retailers including Smyths Toys, Argos, and TGJones, alongside a growing list of international partners, underlining Littler’s reach far beyond traditional darts retail.
Littler was also recently the face of Target’s largest-ever media campaign, spanning television and digital platforms across the UK, Germany, and the United States. The campaign marked a step-change in how darts is marketed globally and reinforced Target’s ambition to position the sport alongside the world’s leading consumer brands.
This announcement comes during a period of continued momentum for Target. Over the past year, the company has launched official licensed product collaborations with Disney / Star Wars and Xbox, while its Omni auto-scoring system delivered a bumper Christmas period, achieving record sales and further accelerating the digitisation of the sport.
With darts experiencing unprecedented global growth, Target and Littler now look ahead with confidence, united in their ambition to continue defining the future of the sport at every level.