Watching Littler – known by his nickname ‘Luke the Nuke’ – play, it’s often easy to forget just how young he is. The Warrington native cruised past Michael van Gerwen, a big name in the darts industry I’m told, in order to win the Championship earlier this month, playing as though he has decades of experience under his belt.
Despite being a pro at a sport typically played in pubs, Littler would have to be knocking back soft drinks while he practices as at just 17 years old, he’s not even legally able to get himself a pint.
Luke Littler will turn 18 tomorrow (Ben Roberts Photo/Getty Images)
Being one of the world’s most recognised darts players, this birthday will also bring more opportunity for Littler as he’ll now be able to decide whether or not he wants to accept alcohol or gambling sponsors.
As we mentioned before, darts is a game commonly found in pubs, which means it shouldn’t come as a surprise that alcohol brands are willing to sponsor players. And given the fact that betting often goes hand-in-hand with sports, it’s no surprise either that gambling sites will pay big bucks to slap their logos on players’ shirts.
Due to the 18+ nature of both of these activities Littler has so far missed out on these sponsorships, instead sporting endorsements from the likes of Xbox, Target Darts, boohooMAN, KP Nuts and Sidemen.
So it’s hardly like he’s missing out.
Which means more sponsorship opportunities for the teenager (James Fearn/Getty Images)
But with age comes responsibility and Littler will from tomorrow be able to decide whether or not he wants to endorse any alcohol brands or gambling sites alongside his current sponsorships.
So if you suddenly see him rocking Fosters or Paddy Power logos on his shirt next tournament, now you know why.
Should he choose to take them on then Littler’s earnings could skyrocket even further, but given the size of the teenager’s following, he’s likely to rake in the cash regardless of the brands he choses to endorse.
“Luke is a generational darts talent and he’s already achieved remarkable things,” sports marketing consultant Daniel Tunna told The Sun last year.
“If he is at the summit of the darts world for 20 years, he could be well on the way to amassing a £40million fortune.”
