Darts sensation Luke Littler, the reigning world number one, has inked a lucrative third consecutive year partnership with fashion brand boohooMAN, in a deal reportedly valued at one million pounds. The 18-year-old prodigy, who first teamed up with the brand in 2024, was spotted arriving at boohooMAN's Manchester headquarters to finalise the agreement, marking a significant milestone in his burgeoning career.
Metoric Rise and Major Achievements
Littler's ascent in the darts world has been nothing short of spectacular. Earlier this year, he clinched back-to-back World Darts Championship titles, a remarkable feat for a player who made his first final appearance at just 16 years of age. To date, he has amassed an impressive tally of 10 major titles, solidifying his status as one of the sport's elite competitors.
Sponsorship Portfolio Expands
Capitalising on his success, Littler secured a high-profile modelling contract with boohooMAN shortly after his initial World Championship final. Reflecting on the renewed partnership, Littler expressed enthusiasm, stating, 'It's great to be back with boohooMAN. They understood me from the start and it still feels like a natural fit. A lot has happened since we first started working together, but the energy is still the same and I'm looking forward to what's next.'
Beyond boohooMAN, Littler's sponsorship portfolio includes notable deals with Xbox, KP Nuts, Sidemen cereal, and Target Darts. The Target Darts agreement, in particular, is reported to be a record-breaking sponsorship for a darts player, worth an estimated £20 million. In terms of world titles, only Phil Taylor, with 14, and Michael van Gerwen, with three, have surpassed Littler's achievements, making him the fourth player to win consecutive championships.
Recent On-Field Controversies
Last week, Littler found himself embroiled in a spat with Gian Van Veen, his opponent from this year's World Championship final, following a Premier League clash. Despite topping the table initially, Littler missed three match darts and lost 6-5 in the quarter-final. During the match, his behaviour drew attention, as he made exasperated hand gestures and crying motions after missing crucial shots.
In post-match comments, Van Veen criticised Littler, saying, 'I don't think that's normal. He is a great darts player, but today he shows that he is not a good loser. Cheering over an opponent's miss really annoys me.' Littler responded defiantly on Instagram, sharing a screenshot of his PDC achievements and re-posting Van Veen's quotes with laughing emojis, captioned, 'Goodnight god bless thank you Manchester.'
Crowd Reactions and Personal Insights
While Littler enjoys rapturous support in his hometown of Manchester, he has faced mixed reactions elsewhere. Last December, during a last-16 match at Alexandra Palace, he was booed by sections of the crowd. Unfazed, Littler retorted on stage, 'I'm not bothered, really I'm not bothered. You guys paid for tickets and you're paying for my prize money – so thank you for my money. Thank you for booing me! Come on!'
This blend of on-field prowess, sponsorship acumen, and occasional controversy underscores Littler's dynamic presence in the world of darts, as he continues to build his legacy both on and off the oche.
