English darts player Luke Littler.
Photo: Alan Lee / www.photosport.nz
At just 18 years old, English darts prodigy Luke Littler has made headlines, not only for his remarkable talent on the oche but also for securing what is potentially the biggest sponsorship deal in the history of darts. Target Darts has officially announced a long-term partnership worth a staggering £20 million (around NZ$47 million) over the next ten years, solidifying Littler’s status as a rising star in the sport.
This groundbreaking sponsorship deal comes shortly after Littler celebrated his second consecutive victory at the PDC World Darts Championship, where he showcased his skill by defeating Dutch player Gian van Veen 7-1. His latest triumph saw him take home a prize of £1 million, a significant increase from his first championship. Such financial rewards are testament to his growing prowess and the increasing popularity of darts as a competitive sport.
The origins of Littler’s relationship with Target Darts date back several years. Chairman Garry Plummer recalls meeting Littler at the BDO Youth World Championship Qualifier when he was just 12 years old. “I saw something special in him,” Plummer reflected, underscoring the company’s commitment to nurturing young talent. “It was an easy decision to sponsor him,” he added, revealing their shared journey through the complexities of professional darts.
Littler’s achievements are not solely confined to his on-stage victories. His character, sportsmanship, and dedication have earned him respect both from fans and sponsors alike. Reflecting on their partnership, Littler expressed gratitude for Target’s unwavering support. “Target has believed in me from day one,” he stated, highlighting the collaborative journey they’ve embarked upon together. His enthusiasm for the future suggests that they have plenty more milestones to achieve.
The announcement of this lucrative deal comes at a time when darts is experiencing a surge in popularity, evidenced by the increased demand for tournament tickets. Littler’s captivating performances and the vibrant atmosphere in venues add to the excitement, making darts a more appealing sport both for spectators and potential sponsors. This trend indicates a bright future not just for Littler, but for the entire sport.
Adding a personal touch to their relationship, Littler recently surprised every member of the Target Darts staff by gifting them new sets of Apple AirPods. This gesture not only shows his appreciation for the team but also underscores the camaraderie that exists between a player and their sponsors, reinforcing a supportive and familial environment.
As Littler looks forward to the next chapter of his career with the backing of Target Darts, it’s clear that his journey is just beginning. With a lucrative sponsorship and a winning mentality, he stands poised to leave an indelible mark on the sport of darts, inspiring a new generation of players along the way.
