Luke Littler has once again showcased why he is the future of darts by clinching the title at the Austrian Darts Open. The 17-year-old sensation defeated Joe Cullen in a thrilling final on Sunday, adding another prestigious title to his growing collection. This victory secured him a £30,000 payout, the same amount he won earlier this year when he triumphed at the Belgian Darts Open in March. The young star’s triumphs on the European Tour are just a part of a highly lucrative season, which has seen him dominate multiple events across different continents.
Littler, known affectionately as “The Nuke,” has made a significant impact on the darts circuit in 2024. Alongside his wins in Austria and Belgium, he has captured titles at the Bahrain Darts Masters and the Dutch Masters, and also made waves at the World Championships. His stellar performances this year have pushed his total earnings from the sport to an impressive £387,000, cementing his status as one of the brightest young stars in darts.
But Littler’s success extends beyond the oche. Recognized by *Forbes* as one of the most promising rising stars in sports, he graced the cover of the influential magazine—a testament to his appeal both on and off the stage. The accolades have led to a slew of sponsorship deals, with major brands eager to associate themselves with his burgeoning career. Among these, online fashion retailer BoohooMAN and darts equipment company Target have been quick to sign him up, signaling their belief in his marketability and influence.
BoohooMAN’s interest in Littler follows their history of partnering with high-profile athletes such as Dele Alli and Jack Grealish. Recognizing his youth, talent, and charisma, the brand offered him a multi-million-pound deal that includes performance-based bonuses and a percentage of sales from his endorsed clothing lines. Littler, who now models their gear in promotional campaigns, has proven to be a perfect fit for their trendy image.
In March, Target darts announced their sponsorship of Littler, placing him among elite company, including legends like Raymond van Barneveld and Nathan Aspinall. Although the specifics of the deal remain undisclosed, insiders have described it as the “biggest deal in darts history.” Target quickly capitalized on their partnership by launching ‘The Nuke’ branded Tungsten darts, match shirts, and other merchandise, which have been eagerly snapped up by fans. Littler’s growing popularity and success make him a marketing dream for both traditional and non-traditional sponsors.
Even YouTubers like the Sidemen have taken notice, bringing Littler onboard to promote their new cereal brand, Best. In a cleverly crafted ad, Littler can be seen casually enjoying a bowl of cereal while executing three blind bullseyes. The playful and skillful display only adds to his widespread appeal, making it clear why he is one of the most marketable athletes in darts today.
Littler’s meteoric rise began in earnest when he reached the final of the World Darts Championship earlier this year, where he faced off against Luke Humphries. Although he ultimately lost, the experience netted him a £200,000 prize and solidified his status as a formidable competitor. More importantly, it caught the attention of brands eager to invest in his future. Littler’s relatable personality and undeniable talent have made him a magnet for sponsorships, with marketing managers seeing endless potential in his ability to engage with both fans and broader audiences.
The 17-year-old’s commercial appeal is matched only by his accomplishments on the darts stage. His rapid ascent has led many to draw comparisons to iconic athletes like Tiger Woods, who similarly dominated their respective sports from a young age. While Littler may be far from reaching Woods’ billion-dollar net worth, there is no denying that his trajectory points toward sustained success and financial reward.
Earlier this year, it was reported that Littler had been earning an average of £5,000 per day in prize money since turning professional. With a net worth now estimated at £600,000, he shows no signs of slowing down. In addition to his European tour victories, he is one of eight elite players competing in the Premier League Darts, a 17-week roadshow that spans seven countries. Merely participating guarantees him a minimum of £60,000, and with his current position at the top of the leaderboard, a victory would earn him a cool £275,000.
Barry Hearn, the president of Matchroom Sport, sees Littler as a transformative figure in darts, likening his potential impact to that of Boris Becker in tennis or Tiger Woods in golf. “This is a Boris Becker moment, this is a Tiger Woods moment,” Hearn told *The Telegraph*. He highlighted Littler’s strong support network and urged the young prodigy to stay focused on his craft. “The biggest job for him will be to actually control his diary,” Hearn noted, emphasizing the importance of pacing himself to avoid burnout.
Hearn also compared Littler’s rise to that of tennis player Emma Raducanu, cautioning against the pitfalls of early fame. Unlike Raducanu, who has struggled to maintain her form after her breakthrough victory, Littler is poised for sustained success. “This kid could be the face of darts for the next 25 years,” Hearn declared.
With a combination of talent, charisma, and marketability, Luke Littler is redefining what it means to be a young star in darts. As he continues to break records and set new standards, the world watches with eager anticipation, knowing that this is only the beginning of his remarkable journey.