A Decade-Long Partnership Built on Trust and Innovation

Littler’s relationship with Target Darts dates back to his early teens, with the company recognizing his exceptional talent at just 12 years old. This long-term commitment has fostered a collaborative environment, allowing Littler to actively participate in the development of the ‘Luke Littler’ product range, including replica darts and accessible magnetic dartboards. These products are now widely available at major retailers such as Smyths Toys and Argos, as well as through international distribution networks.

Target Darts has also leveraged Littler’s star power in its largest-ever media campaign, spanning the UK, Germany, and the United States. This strategic investment underscores the brand’s confidence in Littler’s continued success and the global potential of darts. The partnership isn’t solely about financial gain; it’s a testament to a shared vision for the future of the sport.

Beyond the commercial aspects, Littler’s generosity has also shone through. Following his recent World Championship triumph, he personally purchased Apple AirPods for every member of the Target Darts staff as a gesture of gratitude, highlighting his character and appreciation for the team that supports him.

Industry Leaders Weigh In on the Historic Agreement

Garry Plummer, Chairman of Target Darts, reflected on their early recognition of Littler’s potential: “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.”

Littler himself expressed his enthusiasm for the continued partnership: “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.”

What does this landmark deal signify for the future of athlete endorsements in niche sports? And how will Target Darts leverage this partnership to further expand the global reach of darts?

Frequently Asked Questions About Luke Littler and Target Darts

• What is the total value of Luke Littler’s new contract with Target Darts?

  The contract is estimated to be worth £20 million over ten years, making it the most lucrative deal in the history of professional darts between a brand and a player.

• How long has Luke Littler been associated with Target Darts?

  Luke Littler has been managed by Target Darts since the age of 12, demonstrating a long-standing and mutually beneficial relationship.

• What role does Luke Littler play in the development of Target Darts products?

  Littler has been actively involved in the development of the ‘Luke Littler’ product range, including replica darts and entry-level magnetic dartboards.

• Where are Target Darts’ ‘Luke Littler’ products available for purchase?

  These products are stocked by major national retailers such as Smyths Toys and Argos, as well as international partners.

• What impact has Luke Littler had on the popularity of darts?

  Littler’s success has spearheaded a surge in the sport’s popularity, attracting a new generation of fans and increased media attention.

• Beyond prize money, how does Luke Littler earn income through his partnership with Target Darts?

  The agreement includes potential earnings, bonuses, and a percentage of sales on products and equipment.