Teenage Sensation Littler Signs Biggest Deal in Darts History as Sport Enters New Era

The Britt Luke Littler, still a teenager, has agreed to a reputed £20 million (nearly $27 million) sponsorship agreement with the renowned supplier Target Darts, setting a record for a darts player.

Luke Littler has officially changed the financial landscape of professional darts. The 18-year-old sensation, already regarded as the face of the sport’s new generation, has signed what’s being described as the biggest commercial deal in darts history, securing a long-term partnership with Target Darts reportedly worth more than £20 million over ten years.

The agreement comes at a moment when Littler’s popularity is at an all-time high. Following his meteoric rise and back-to-back PDC World Championship titles, “The Nuke” has become a mainstream sporting star, drawing record TV audiences and attracting global attention well beyond traditional darts fans. His matches have consistently dominated viewership figures, and his appeal has helped bring younger audiences into the sport.

As darts continues to grow as a televised and digital product — closely tied to entertainment, sponsorships, and even adjacent industries like online gaming and betting — interest around major tournaments and player markets has surged, with fans increasingly tracking performances alongside offers from platforms such as every new betting site focused on emerging sports stars and events.

Deal That Redefines Darts Economics

Littler’s contract with Essex-based supplier Target Darts is unprecedented not only in value but also in scope. Unlike traditional endorsement agreements, this partnership positions an English athlete as a long-term global ambassador for the brand, with custom equipment, worldwide marketing campaigns, and a central role in Target’s future growth strategy.

At just 18, Littler is now widely considered the highest-earning player in darts history when sponsorships are factored in — a remarkable achievement in a sport where prize money and commercial income have historically lagged behind other global competitions.

More importantly, the deal signals a shift in how darts players are valued. For decades, even the biggest names relied heavily on tournament winnings, exhibitions, and modest sponsorships. Littler’s contract shows that darts has reached a point where elite players can now command superstar-level commercial backing.

Biggest Darts Deals Before Littler

Before Littler’s landmark agreement, the most notable commercial deal in darts belonged to Phil “The Power” Taylor, the sport’s most decorated player. During his peak years, Taylor reportedly signed a multi-year sponsorship with Target Darts estimated at around £3 million, which was long considered the benchmark for player-brand partnerships in the sport.

Other modern stars, such as Michael van Gerwen, Gerwyn Price, and Luke Humphries, have earned millions throughout their careers, but the majority of that income has come from prize money rather than sponsorship contracts. Van Gerwen, for example, has amassed over £11 million in career winnings, yet no individual endorsement deal came close to the scale of Littler’s new agreement.

Until now, darts simply did not operate in the era of mega-contracts. Littler’s deal effectively leapfrogs the sport into a new commercial category.

What Littler’s Deal Means for Future

This historic agreement could have a ripple effect across the entire PDC circuit. Sponsors may now be more willing to invest heavily in young stars, broadcasters may push darts further into prime-time slots, and players could gain stronger leverage in future negotiations.

For Littler, the contract is both a reward and a responsibility. Expectations will be enormous, but if his early career is any indication, he appears more than capable of carrying darts into its next global phase.