Target Darts has signed a record-breaking long-term, multi-million-pound agreement with double PDC World Champion Luke Littler.
The reported £20 million agreement, which is the biggest in the history of the sport, secures the future of a partnership that began when the world number one was just 12 years old.
Now a Premier League champion, back-to-back world champion and 10-time major winner, the teenage sensation has helped drive unprecedented global attention to darts.
He has also introduced the sport to a younger, digitally native audience, with the Manchester United fan becoming a sporting idol for many.
That impact has translated directly into online sales growth for Target, particularly through its website, eCommerce channels and connected products such as its Omni auto-scoring system, which enjoyed record sales over the Christmas period.
“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,” said Target chairman, Garry Plummer.
“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.”
Littler added: “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.”
Littler has also been deeply involved in product development, working closely with the manufacturing company’s design and technology teams on a growing Luke Littler range that includes replica darts, Nuke-branded dartboards and entry-level magnetic products aimed at younger players.
That range is now stocked by major UK retailers including Smyths Toys, Argos and TGJones, while also selling directly to consumers through Target’s online platforms and an expanding network of international partners.
The Warrington-born star has held a close relationship with the business and recently bought Apple AirPods for every member of Target Darts staff.
The Essex-headquartered firm has also significantly increased its digital marketing footprint, with Littler fronting the company’s largest-ever media campaign across television, online video and social platforms in the UK, Germany and the US.
Alongside the Littler deal, Target has continued to invest in innovation, launching licensed product collaborations with Disney/Star Wars and Xbox.
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