Luke Littler has signed a new long-term, multi-million-pound deal
Luke Littler has signed a record-breaking deal with Target Darts after his second World Championship win. He demonstrated a commanding performance against Gian van Veen at the Ally Pally earlier this month.
The new long-term, multi-million-pound agreement with Target Darts is the largest ever between a brand and a player in the history of darts.
In a gesture of gratitude for their continued hard work, Littler also personally bought Apple AirPods for every staff member at Target. Garry Plummer, Chairman of Target, recalled: “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,” reports the Daily Star.
James Tattersall, Group CEO at Target, commented: “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 agreement, 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.”
In addition to his competitive achievements, Littler has been actively involved in creating a comprehensive Luke Littler product line that has garnered worldwide fan support – featuring his replica darts, Nuke-branded dartboards, and an entry-level collection of magnetic dartboards aimed at youngsters.
Littler’s announcement follows Target’s launch of official licensed product partnerships with Disney/Star Wars and Xbox.
