The meteoric rise of Luke Littler in the world of darts has captured the imagination of millions, transforming the teenage sensation into a household name almost overnight. His astonishing performance at the 2024 PDC World Darts Championship, where he reached the final as a mere 16-year-old, garnered widespread attention, including a rather unique promise from an unexpected quarter: television personality Jeremy Clarkson.
Ahead of that highly anticipated final against Luke Humphries, Clarkson, known for his outspoken nature and ventures into the world of beverages with his Hawkstone brand, made a public pledge. Taking to social media, he declared, “This may turn out to be expensive but if Luke Littler wins tonight, I’ll give him enough of our brand new 0.3 percent Hawkstone Spa lager to last till he’s 18.” The promise, delivered with Clarkson’s signature blend of humor and grandiosity, immediately caught the public’s attention. It was a clever piece of cross-promotion for his low-alcohol beer, which he was actively promoting at the time, particularly with “Dry January” on the horizon. Clarkson even shared a video of himself enjoying the “wellness lager” while working out, humorously suggesting it was a “healthy alternative.”
At the time of Clarkson’s promise, Littler was just 16, with his 18th birthday still a distant prospect. The idea of receiving a two-year supply of any beverage, even a low-alcohol one, from a celebrity of Clarkson’s stature, was certainly a novel proposition. It underscored the unique position Littler found himself in – a teenage sporting phenomenon whose age was as much a talking point as his prodigious talent.
However, despite the widespread support and the intriguing offer from Clarkson, the fairytale ending at the 2024 World Darts Championship was not to be for Littler. He ultimately lost a hard-fought final to Luke Humphries, meaning the condition for Clarkson’s specific gift was not met. While the immediate prize of a vast quantity of low-alcohol lager might have eluded him, Littler’s performance still secured him a significant £200,000 as the runner-up and catapulted him into a new realm of stardom.
Fast forward to the 2025 World Darts Championship, and Littler, now 17 and with a year of immense experience under his belt, went one better. He clinched the coveted title, defeating three-time world champion Michael van Gerwen in a sensational final. This victory, earning him a staggering £500,000, marked his official coronation as the youngest-ever world champion.
While Jeremy Clarkson’s original promise was tied to the 2024 outcome, the spirit of his support for the young darts sensation has continued. The broader impact of Littler’s success on the sport has been undeniable, drawing in new audiences and increasing commercial interest, which indirectly benefits ventures like Clarkson’s. Indeed, the “Littler effect” has been so profound that the PDC itself has announced a massive increase in prize money for future tournaments, including a £1 million top prize for the World Darts Championship from 2026, a move that directly reflects the sport’s burgeoning popularity, largely fueled by Littler’s emergence.
Although the specific delivery of “enough Hawkstone Spa lager to last till he’s 18” may not have occurred as per the initial condition, Littler’s journey since Clarkson’s promise has been one of continuous triumph and growing financial reward. His focus has remained firmly on his darting career, and he has continued to accumulate titles and prize money at an astonishing rate. The charming, if unfulfilled, promise from Jeremy Clarkson remains a memorable footnote in the early chapters of Luke Littler’s extraordinary story, a testament to the unexpected ways in which his talent has resonated with figures across popular culture.
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