Luke Littler is more than just a darts player, he’s a multi-million pound commodity, the UK’s latest working class hero
LUKE Littler's rise continues to move more rapidly than pal Lando Norris tearing around a race track.
The teenage sensation, still only 17, has taken the darts world by storm - conquering all in front of him.
His spectacular victory over Michael van Gerwen to win the World Darts Final confirmed his place as one of sport's greatest prodigies.
Littler has also become a millionaire in just 12 months - thanks to success on the oche, as well as savvy sponsorship deals.
Winning the BBC Young Sports Personality of the Year and starring on the ITV reboot of Bullseye over the Christmas period has thrusted him into popular culture outside of the arrows.
And his historic victory at Ally Pally on Friday night has cemented his place as one of the nation's favourites.
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And he's done this all before he can legally sink a pint in a pub.
So, what's next for Littler and where can he go?
SunSport has a look at what awaits the Nuke in the next 12 months, with insight from PR expert Mark Borkowski.
'Littler's superpower is he's down-to-earth'
Where Littler will profit enormously will be from huge endorsement deals.
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He already earns a pretty packet from the likes of Target Darts, boohooMAN, Xbox, and KP Nuts.
Plus, YouTubers Sidemen used him in their ads to sell their cereal, Best.
PR expert Mark Borkowski believes Littler's marketability is down to is relatable nature.
If he is carefully managed, there's a huge opportunity to swell his wealth much further.
"Luke Littler, he’s a mega brand in the making although arguably he already exudes star power," Borkowski told SunSport.
"What makes him more interesting is that he is so down-to-earth - that's a superpower in itself.
"But what lies ahead financially hinges on how well his support team plays it.
"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’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."
"Picture Littler doing challenges, trick shots, or behind-the-scenes vlogs."
As Littler's star goes beyond the oche, Borkowski imagines he can endorse even more products unrelated to darts.
But the marketing guru warns there is a danger that too much Littler could be a bad thing for his brand.
There is an opportunity, though, for Littler to become the UK's new working class hero.
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."
Having his first pint
On January 21, just three weeks away, Littler can order a pint at the pub for the first time.
In today's game, where modern players like Luke Humphries monitor what they put into their bodies, don't expect Littler to have a bevvie any time soon.
At last year's World Darts Championship, Littler was already well aware of an advantage he has over his rivals.
"Obviously I don't drink so it is a massive advantage over these pros who drink," he told BBC Breakfast.
"They wake up with sore heads in the morning and I'm fine."
As we exclusively reported, Littler has applied to the Intellectual Property Office to trademark his name for beers, non-alcoholic and energy drinks.
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He managed to kick kebabs, but is partial to sipping on energy drinks and eating Squashies backstage,,
However booze will most likely be off the menu.