Luke Littler has signed the most lucrative deal in darts history after agreeing a record £20million deal with his dart supplier.
The 18-year-old from Warrington, who claimed the first £1m prize pot when he won his second world championship at Alexandra Palace last weekend, has renewed his contract with Target Darts.
The new deal, with potential earnings and bonuses, as well as a percentage of sales of products and equipment, is worth £20m over 10 years, according to Press Association.
Littler has spearheaded darts’ surge towards the mainstream since he broke on the scene with his debut run to the 2024 world championship final as a 16-year-old.
He has transcended the sport, with his branded darts set and magnetic board being a bestseller in a number of high street shops. The teenager also has 2.1 million followers on Instagram.
“Target has believed in me from day one and I’m delighted that there are many more years to come,” Littler, who is also managed by the company, said.
“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.”
Littler, who bought all the staff at Target Apple AirPods for Christmas, has already won almost £2.8million in prize money alone in two years on tour.
He also has lucrative deals with Xbox, KP Nuts and Boohoo Man.
Target 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.”
Littler is currently preparing for the World Series double-header in Bahrain and Saudi Arabia.
Additional reporting by PA
