Darts phenom Luke Littler signs sponsorship deal worth a reported $27M
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Article contentLONDON (AP) — Luke Littler has signed what has been described as the biggest sponsorship deal in darts history, worth a reported 20 million pounds (nearly $27 million).Sign In or Create an AccountEmail AddressContinueor View more offersArticle contentThe 18-year-old reigning two-time world champion ‘s deal with British company Target Darts was announced on Friday.Article contentWe apologize, but this video has failed to load.Try refreshing your browser, ortap here to see other videos from our team.Article contentNo figures were disclosed but Britain’s Press Association said the agreement, including potential earnings and bonuses as well as a percentage of sales of products and equipment, was worth 20 million pounds over 10 years.Article contentArticle contentLittler, who has helped push darts into the mainstream and is now one of Britain’s most recognizable people, has won almost 3 million pounds ($4 million) in prize money over the last two years on the darts tour.Article contentTop StoriesGet the latest headlines, breaking news and columns.There was an error, please provide a valid email address.Sign UpBy signing up you consent to receive the above newsletter from Postmedia Network Inc.Thanks for signing up!A welcome email is on its way. If you don't see it, please check your junk folder.The next issue of Top Stories will soon be in your inbox.We encountered an issue signing you up. Please try againInterested in more newsletters? Browse here.Article contentOf that, 1 million pounds ($1.34 million) came from winning the world championship on Saturday for the second straight year — a record winner’s prize.Article contentTarget Darts has sponsored Littler since the age of 12 and makes his darts. His image and trademark purple-and-yellow colors adorn accessories sold by the company in toy shops across the country.Article contentTarget Darts said the deal “represents the largest agreement in darts history between a brand and a player, reflecting Littler’s extraordinary achievements and Target’s long-term belief in his continued impact on and off the oche.”Article content“The scale of this new agreement reflects not only what Luke has already achieved, but the immense potential ahead,” said James Tattersall, chief executive of Target Darts.Article content___Article contentAP sports: https://apnews.com/sportsArticle contentTrending Unemployment rate rises to 6.8% as more Canadians search for work Economy Why HELOCs make a heck of a lot of sense in 2026 Mortgages A love letter to those who don’t believe in RRSPs Personal Finance Posthaste: How the upbeat outlook for the Canadian dollar likely just got trashed News Trump once again puts critical Canadian industry in crosshairs Oil & Gas Share this article in your social networkCommentsYou must be logged in to join the discussion or read more comments.Create an AccountSign in Join the Conversation Postmedia is committed to maintaining a lively but civil forum for discussion. Please keep comments relevant and respectful. Comments may take up to an hour to appear on the site. You will receive an email if there is a reply to your comment, an update to a thread you follow or if a user you follow comments. Visit our Community Guidelines for more information. Unemployment rate rises to 6.8% as more Canadians search for work Economy Why HELOCs make a heck of a lot of sense in 2026 Mortgages A love letter to those who don’t believe in RRSPs Personal Finance Posthaste: How the upbeat outlook for the Canadian dollar likely just got trashed News Trump once again puts critical Canadian industry in crosshairs Oil & Gas