Luke Littler has experienced one of the most rapid rises to superstardom in modern sporting memory and there are plenty of perks that come with it.
Littler took the darting world by storm when he reached the final of the World Championship when he was only 16 in January 2024.
He fell short on that occasion but went one better this year to claim the biggest trophy in the sport.
He has transcended into the mainstream like no other darts player has before, not even the great Phil ‘The Power’ Taylor.
And the brand deals have come flooding his way and from a number of different areas.
On Friday it was announced that he had renewed his exclusive partnership with the fashion brand BoohooMAN it what is a huge six-figure deal.
Luke Littler’s new deal with the clothing brand BoohooMAN was confirmed on Friday
Littler has quickly become the biggest star that the sport of darts has ever seen
He also collaborated with the world famous YouTubers Sidemen to be the testimonial of BEST’s new breakfast meal.
The avid gamer also signed a dream sponsorship deal with Xbox ahead of the most recent World Championship.
The deal meant that every 180 maximum, nine dart finish, or victory that Littler recorded at the Ally Pally would see Xbox dish out various video game prizes to fans throughout the UK.
Littler also had his iconic purple and yellow match shirt emblazoned with the logos of both Xbox and Score More with Xbox throughout the competition.
KP Nuts can also be seen emblazoned on his shirt while he also has his own range of Target darts which are proving to be very popular with fans.
These deals have seen the darting prodigy rake in millions and a PR expert has now explained why companies are so keen to get involved with him.
Mark Borkowski told The Sun that the youngster relatable nature is crucial and he has the potential to grow his wealth much further.
‘Littler’s next step isn’t just about throwing darts; it’s about throwing his name into the arena of multi-tiered sponsorship deals,’ he said.
Littler is cashing in on his newfound fame with the likes of Xbox (left) and KP Nuts (right)
‘He’s young, marketable, and riding the wave of a sport that’s enjoying a broader global audience.
‘Companies in sportswear, gaming, energy drinks, and even mainstream consumer goods will likely be eyeing him as the face of Gen Z darts. Littler’s team needs to carefully curate his brand image.
‘Is he the clean-cut working class prodigy every parent wants their kid to emulate, or the cheeky, maverick talent who draws in younger fans on TikTok and Instagram. Either way, brands will pay a premium for his endorsement.
‘He is a walking billboard for darts gear. The right apparel or equipment sponsor could offer a substantial base sponsorship deal.’
Borkowski added: ‘Esports has shown the value of young stars to gaming brands, and darts has strong crossover appeal with online gaming communities.
‘A partnership with a gaming platform could see Littler as the face of virtual darts.
‘If he can show off his personality through streaming, like YouTube, Twitch, or other short-form video content, he can tap into ad revenue and direct sponsorships.
‘Picture Littler doing challenges, trick shots, or behind-the-scenes vlogs.’
Littler signed his first deal with BoohooMAN after reaching his first World Championship final
Borkowski divulged: ‘The moment Littler transcends darts to become a household name, brands in unrelated sectors, think fast food or retail, could come knocking.
‘For Littler, the greatest financial misstep would be overexposure or signing poorly thought-out exclusivity deals.
‘A young star’s appeal can be diluted quickly if he becomes ‘just another’ sponsored athlete.
‘His team needs to ensure exclusivity and align his endorsements with long-term gains, not short-term payoffs.
‘In a world where sport and showbiz have merged, Littler’s trajectory could mirror that of top footballers or F1 drivers if he and his team play their cards right.
‘More than just a darts player, he’s a rising commodity. Luke’s not a Nuke, he is a multi-million pound heavyweight. The UK’s new working class hero.’
