LONDON (AP) — Luke Littler has signed the biggest sponsorship deal in darts history, reportedly worth 20 million pounds (nearly $27 million).
The 18-year-old reigning two-time world champion’s deal with British company Target Darts was announced on Friday.
advertise
No figures were disclosed but Press Association UK said the deal was worth £20m over 10 years and included potential earnings and bonuses as well as a percentage of product and equipment sales.
Littler helped push darts into the mainstream and is now one of Britain’s best-known figures, having won nearly £3 million ($4 million) in prize money on the darts circuit in the past two years.
Of that, £1 million ($1.34 million) comes from winning the world title for the second consecutive year on Saturday – a record championship bonus.
Target Darts has sponsored Littler and made darts for him since he was 12 years old. His image and trademark purple and yellow adorn the company’s accessories sold in toy stores across the country.
advertise
Target Darts said the deal “represents the largest agreement between a brand and a player in darts history and reflects Littler’s extraordinary achievements and Target’s long-term belief in his continued impact within the industry and beyond.”
James Tattersall, CEO of Target Darts, said: “The scale of this new agreement reflects not only what Luke has achieved, but also the huge potential for the future.”
___
AP Sports: https://apnews.com/sports
