World number one Luke Littler has secured a landmark sponsorship deal with Target Darts, reported to be worth around £20 million over ten years. This follows his impressive achievement of winning the PDC World Darts Championship for the second consecutive time, where he earned £1 million in prize money. Target Darts characterized this deal as the largest ever between a player and a brand in darts history, recognizing Littler's rapid ascent in the sport since turning professional just two years ago, according to BBC, India Times, and Reuters.

Littler's contract with Target Darts will encompass various performance incentives including tournament earnings and sales from his branded products. This new agreement reflects his significant impact on the sport, having won ten major titles, including two world championships, and accrued over $3 million in prize money within his first two years as a professional, according to India Times and India Times.

The longstanding relationship between Littler and Target Darts began when he was just twelve years old, demonstrating the company’s commitment and belief in his talent from an early age. Littler expressed his gratitude towards Target for their support throughout his career, reflecting on their mutual growth and achievements during their partnership. In a recent celebratory gesture, he gifted Apple AirPods to every staff member at Target Darts, showcasing his appreciation. This long-term investment by the brand signifies Littler’s rising profile and broadening appeal in the sporting world, according to BBC, Reuters, and India Times.