Luke Littler makes history with record-breaking new agreement after winning World Champs
Luke Littler has made history by signing a record-breaking deal with Target Darts - fresh off the back of his second World Darts Championship success
Luke Littler has signed a record-breaking deal after conquering the darting world for the second time.
The Nuke, 18, swept aside Gian van Veen at the Ally Pally earlier this month in a dominant display. And Littler has now a new long-term, multi-million-pound with Target Darts, which is the largest agreement in darts history between a brand and a player.
While he also personally purchasing Apple AirPods for every staff member at Target, as a thank you for Target's continued hard work. 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.”
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.
Littler's announcement comes after Target launched official licensed product collaborations with Disney/Star Wars and Xbox.