Luke Littler secures record-breaking sponsorship deal after second world title

[p]Target declined to confirm the figures involved but the UK’s Press Association reported the deal to be ‌worth potentially around 20 million pounds ($26.86 million) over 10 years for ‌the world number one.[/p][p]The partnership extension comes hot on the heels of [a href="https://www.flashscore.ca/player/littler-luke/0URN6Xks/"]Littler[/a]'s second consecutive world title triumph last week, which netted him one million pounds in prize money - double what he earned ⁠for his maiden championship a year earlier.[/p][p]The relationship between 18-year-old Littler ‌and his sponsor stretches back several years, with Target chairman Garry Plummer ​recalling their first meeting.[/p][p][b]“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,"[/b] Plummer said.[/p][p][b]“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.[/b][/p][p][b]"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."[/b][/p][embed guid="e50eed0a-2c2b-465a-876a-c573b56f6e39" url="https://x.com/TargetDarts/status/2009565812601115085" social-type="twitter" /][p]Littler thrashed Dutchman [a href="https://www.flashscore.ca/player/van-veen-gian/jgT1AT29/"]Gian van Veen[/a] 7-1 to [a href="https://www.flashscore.ca/game/darts/littler-l-0URN6Xks/van-veen-g-jgT1AT29/?mid=O8CEFVhB"]win his second PDC World Darts title[/a] at a raucous Alexandra Palace on Saturday.[/p][p]Littler expressed his delight at cementing the long-standing partnership.[/p][p][b]"Target has believed in me from day one and I'm delighted that there are many more years to come,"[/b] said Littler, whose rise in the sport has been mirrored by a surge in demand for tickets.[/p][p][b]"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."[/b][/p][p]The close relationship between player and brand was further highlighted following Littler's title triumph when he purchased a brand-new set of Apple ⁠AirPods for every member of Target Darts staff as ​a thank-you gesture.[/p]