WORLD SPORT

Sky Sports Secures Largest TV Deal in Darts History as ‘Luke Littler Effect’ Drives Record Viewership

SKY SPORTS has finalized the largest television contract in darts history, thanks largely to the “Luke Littler effect.”

The subscription network has established a new five-year agreement with the Professional Darts Corporation to broadcast six major tournaments each year from 2025 to 2030.

Luke Littler holding a darts championship trophy amidst confetti.

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Luke Littler’s rise has led to a surge in darts viewing figuresCredit: Reuters
Luke Humphries holding the Paddy Power World Darts Championship trophy.

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Littler’s world championships defeat to Luke Humphries in January 2024 was Sky Sports’ most watched non-football event everCredit: PA

Beginning in December, this agreement will include the PDC World Darts Championship at Alexandra Palace, the 17-week Premier League tour, the World Cup of Darts, the World Matchplay in Blackpool, the World Grand Prix in Leicester, and the Grand Slam of Darts in Wolverhampton.

Last month, reports from the Telegraph indicated that Sky had secured a £125 million deal—£25 million per year—outbidding Netflix and more than doubling its previous rights fee, a reflection of the growing viewership for darts.

SunSport has inquired about these figures from both Sky and the PDC, but neither chose to comment.

Sky has been broadcasting the sport since December 1993, when the PDC, previously known as the World Darts Council, started a competing world championship after splitting from the now-defunct British Darts Organisation (BDO).

The PDC’s strong position in these negotiations was bolstered by the remarkable rise and widespread interest in Littler over the past 14 months.

His debut at the World Darts Championship final in January 2024, at just 16 years old, captivated the public’s attention.

A record audience of 4.8 million, the highest for a non-football event on Sky Sports/Now TV, tuned in as Littler faced Luke Humphries, losing 7-4 in the championship match in North London.

A year later, a peak viewership of 3.1 million came together to watch Littler triumph over Michael van Gerwen 7-3 in the final, claiming the £500,000 prize.

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Viewership figures on Sky significantly increased throughout 2024 as Littler toured for the first time.

Notably, he captured the Premier League Darts title, achieving a nine-darter during the final against Humphries, and earned £315,000 in winnings.

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In November, he claimed the Grand Slam championship with a dominating 16-3 victory over Martin Lukeman in the final.

In 2024, Littler topped Google’s list of most-searched athletes in the UK, surpassing football stars like Lamine Yamal and Jude Bellingham, as well as Olympic champions Simone Biles and Adam Peaty.

Since going pro, Littler has earned over £1.5 million in prize money while attracting a significantly younger audience to the sport.