Luke Littler, the 18-year-old darts sensation known as “The Nuke,” has taken the world by storm, not only with his precision on the oche but also with his growing empire of high-profile brand partnerships. Fresh off his 2025 PDC World Darts Championship victory, the Warrington native has added a major feather to his cap by teaming up with McDonald’s to launch their new Big Arch burger. The campaign, centered at his hometown McDonald’s on Whittle Avenue, has sparked excitement among fans and locals alike, showcasing Littler’s meteoric rise from teenage prodigy to global celebrity. With his infectious charisma and massive social media following, Littler’s collaboration with the fast-food giant is a perfect match, blending his love for food with his flair for the spotlight.
The Big Arch, launched on June 18, 2025, is no ordinary burger. Stacked with two 100% British and Irish beef patties, white cheddar slices, crispy and fresh onions, shredded lettuce, crunchy pickles, and a signature Big Arch sauce, all nestled in a poppy and sesame seed bun, it’s designed to satisfy what McDonald’s calls “Big McDonald’s Hunger.” Priced at £7.99 alone or £9.99 as a medium meal, the burger has been hailed as a “new icon” by the chain, with its bold flavors and substantial size aiming to rival classics like the Big Mac. Littler, a self-professed foodie who famously celebrates victories with a doner kebab from Warrington’s Hot Spot, was spotted filming a dynamic advert for the burger at his local McDonald’s. “The Big Arch has landed, go check it out and see what all the hype is about!” he posted on Instagram, where his 1.9 million followers eagerly engaged with the campaign.[](https://x.com/DartsNews02/status/1936688171942641755)
The advert captures Littler’s larger-than-life persona. Walking into the Warrington branch to a cheering crowd, he mimics his iconic darts walk-on, complete with high-fives and a high-octane soundtrack. In a playful nod to his sport, Littler strikes a dart-throwing pose at the self-order kiosk, selecting his “Order 180” before taking a hearty bite of the Big Arch. “It is always great to come back home to Warrington, and I could not resist popping into my local McDonald’s to try the new big arch burger,” Littler said in a press release, his enthusiasm palpable. Mark Nuttall, franchisee at the Whittle Avenue branch, added, “He is a real hometown hero, and you could feel the excitement in the restaurant the moment he walked in.” The shoot, which shut down the restaurant for several hours, featured tight security and a camera crew, ensuring a polished production that resonated with fans.[](https://www.warringtonguardian.co.uk/news/25252378.luke-littler-films-new-advert-warrington-mcdonalds-restaurant/)
Littler’s partnership with McDonald’s is the latest in a string of lucrative deals that reflect his skyrocketing fame. Since bursting onto the scene with a runner-up finish at the 2024 World Darts Championship, he has collaborated with brands like Xbox, boohooMAN, KP Nuts, and the Sidemen for their BEST Breakfast cereal. His six-figure deal with boohooMAN, renewed in 2025, supports the Motor Neurone Disease Association, while his Target Darts contract, reportedly the biggest endorsement in darts, offers fans custom merchandise like darts, stems, and flights. With over £1.3 million in PDC prize money and a projected net worth approaching £40 million, Littler’s marketability surpasses even darts legend Michael van Gerwen, whose sponsors include BMW and Winmau. “His latest deal with McDonald’s once again highlights the power of building a brand on social media,” a marketing expert noted, pointing to Littler’s unmatched online presence among darts players.[](https://www.sportscasting.com/uk/news/luke-littler-mcdonalds-collab-how-do-his-brand-deals-compare-darts-players/)
The campaign, crafted by Leo Burnett UK, goes beyond traditional advertising, tapping into cultural moments like Glastonbury and the Women’s Euros to target “peak hunger moments.” A 30-second film, “Rumble,” directed by Eric Wareheim, dramatizes a stomach growl escalating into an office-shaking frenzy, only calmed by the Big Arch. “This is about satisfying that big burger craving,” said Andrew Long, executive creative director at Leo Burnett. “It’s a gap that’s existed on the McDonald’s menu, and that need sparked this innovation.” Oversized McDelivery bags and interactive social media teasers, generating over four million views, amplified the launch’s buzz.[](https://www.thedrum.com/news/2025/06/18/why-leo-burnett-turned-tiktok-launch-mcdonald-s-the-big-arch)
Despite his off-the-oche success, Littler faced setbacks, including a first-round exit with Luke Humphries at the 2025 World Cup of Darts in Germany, where hostile crowds prompted his ongoing European Tour boycott. Yet, his resilience shines through. A lifelong Manchester United and Warrington Wolves fan, Littler was honored when the Wolves renamed their stadium “Luke Littler Stadium” for a night in February 2025. As he prepares for the US Darts Masters on June 27-28, Littler’s Big Arch partnership underscores his ability to transcend darts, turning every moment—whether a bullseye or a burger bite—into a celebration of his unstoppable rise.
Wolves fan, Littler was honored when the Wolves renamed their stadium “Luke Littler Stadium” for a night in February 2025. As he prepares for the US Darts Masters on June 27-28, Littler’s Big Arch partnership underscores his ability to transcend darts, turning every moment—whether a bullseye or a burger bite—into a celebration of his unstoppable rise.
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