Luke Littler has secured the most lucrative sponsorship agreement in darts history, committing to a decade-long partnership with Target Darts worth multiple millions of pounds.
The announcement arrives just days after the teenage phenomenon claimed his second PDC World Darts Championship title at Alexandra Palace last Saturday evening.
With his 19th birthday approaching in under a fortnight, the Warrington-born star has cemented his relationship with the equipment manufacturer that first backed him nearly seven years ago.
Target Darts, the sport's premier manufacturer, describes how Littler "has rewritten the record books, driven unprecedented global attention and introduced darts to a new generation, young and old".
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The contract structure incorporates potential earnings alongside performance bonuses, with Littler also receiving a percentage from sales of darts products and equipment.
This arrangement reflects the remarkable success the 18-year-old has achieved at the oche, having captured ten PDC televised major titles since bursting onto the professional scene.
Over the past 25 months, Littler has accumulated more than £3million in prize money alone, establishing himself as the sport's most marketable figure.
Luke Littler has secured the most lucrative sponsorship agreement in darts history, committing to a decade-long partnership with Target Darts worth multiple millions of pounds
|PA
The deal represents his second senior contract with the Essex-based company, following an initial agreement announced in February 2024, just weeks after he reached the world final on his tournament debut.
The partnership traces back to when Littler was just 12 years old, attending a BDO Youth World Championship Qualifier where he first encountered Target's chairman.
Garry Plummer 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."
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Five things to know about Luke Littler | PAThe chairman added: "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 joins a roster that includes former world champions Phil Taylor, Rob Cross and Raymond van Barneveld.
Littler expressed his enthusiasm for the extended partnership, stating: "Target has believed in me from day one.
"I'm delighted that there are many more years to come.
Luke Littler celebrates after winning the World Darts Championship
|PA
"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."
The two-time world champion will next compete at the Bahrain Darts Masters next week.
Target Darts has capitalised significantly on Littler's meteoric rise, with merchandise including magnetic dartboards featuring his image, equipment ranges and replica purple-and-yellow shirts now stocked by major retailers such as Smyths Toys, Argos and TGJones.
How his profile grows remains to be seen.