Darts: PDC aims to reel in Big Fish sponsor in multi-million-pound deal Sport Business Darts chiefs at the PDC are seeking a multi-million-pound deal to sponsor one of the game’s most iconic moments, the “Big Fish” checkout. The contract will guarantee a brand exposure every time someone makes a 170 checkout – the highest possible, comprising two treble 20s followed by a bullseye – at all Professional Darts Corporation [...]
Darts drives Matchroom profit as promoter warns of gambling law impact Sport Business The growth of darts is driving increasing profits at Matchroom, with the resurgent sport contributing a third of the multi-sport promoters’ £44m yield. Accounts for Matchroom Holdings Limited, parent company of the pro darts circuit featuring teenage double world champion Luke Littler, showed turnover of £225.5m for the year ending 30 June 2025, up from [...]
Luke Littler face trademark is ‘smart move’ but ‘not silver bullet’, say experts Sport Business Darts sensation Luke Littler’s has moved to trademark his face amid AI deepfake fears. We ask IP and sports rights experts whether it checks out. Luke Littler and Matthew McConaughey aren’t obvious bedfellows, but the all-conquering darts sensation has taken a leaf out of the Magic Mike star’s playbook. Littler has lodged an application with [...]
Littler and Humphries set for Silverstone showdown at F1 British Grand Prix March 5, 2026 Luke Littler and Luke Humphries will compete at the British Grand Prix this year, with Silverstone today set to confirm a darts tournament as part of the Formula 1 weekend. World champion Littler, as well as Humphries, Michael van Gerwen and Fallon Sherrock, will throw at Silverstone’s trackside Boxpark in “A Night at the Darts” [...]
Luke Littler attracts Meta to darts with Oakley glasses partnership February 9, 2026 Tech giant Meta has entered the darts market by joining world champion Luke Littler’s ever-growing stable of partners. The deal saw Littler don a pair of Oakley Meta glasses to record his throws in a practice session filmed for social media. It sees Oakley and Meta join Xbox, fast fashion brand Boohoo, Target Darts, KP [...]
Darts, private equity and fuelling the booming sport’s growth in America January 27, 2026 Nodor Group CEO Tom Brown and PDC chief Matt Porter on private equity in darts and how to realise the sport’s potential in North America. To the south-east of Nairobi, a world away from Alexandra Palace, 2,000 Kenyans are working diligently to feed the global explosion in popularity of darts. There, at the Nodor Group’s [...]
SA20 future in doubt as Big Bash sale process squeezes cricket investment January 7, 2026 The SA20 franchise tournament is facing an uncertain financial future amid the threat of fresh competition for funding from Cricket Australia’s Big Bash, which is preparing to sell off stakes in its franchises to private investors later this year. All six SA20 franchises are owned by Indian Premier League teams, many of whom have expressed [...]
‘Luke Littler is the Tiger Woods of darts. He’s made the sport aspirational’ December 10, 2025 When Target Darts, which supplies and now manages Luke Littler, decided to test the sport’s popularity with younger audiences by exhibiting at the London Toy Fair for the first time earlier this year, the company hit a bullseye. “We made quite a bit of noise,” Target group CEO James Tattersall tells CityAM. “We put [...]
World Darts Championship to leave Ally Pally’s West Hall next year December 4, 2025 The future of darts at Alexandra Palace has been resolved, with organisers of the World Darts Championship agreeing a new five-year contract to stay in north London. But the annual end-of-year jamboree is set to relocate from the venue’s West Hall to the Great Hall from next year, in a move that will help the [...]
Littler under new darts management days after going solo October 14, 2025 Luke Littler has become the first player to be managed by Target Darts just days after announcing he’d gone solo. The teenager has catapulted into sporting stardom, and earlier this year won his first World Darts Championship title at Ally Pally. Last week, however, he split from Martin Foulds’ ZXF Sports, whom he’d been with [...]