At just 18 years old, Luke Littler, the darts prodigy known as “Luke the Nuke,” has already carved out a legendary status in the sport. The youngest-ever PDC World Darts Champion, crowned in January at the age of 17 after defeating Michael van Gerwen at Alexandra Palace, Littler has become a household name. His meteoric rise has not only transformed darts, sparking what’s been dubbed the “Luke Littler effect” with a surge in interest among younger fans, but it has also brought him fame, fortune, and an overwhelming number of phone calls. However, Littler recently revealed one particular type of call he’s been dodging since becoming a millionaire, offering a glimpse into the pressures that come with his newfound stardom.
Littler’s journey to the top has been nothing short of extraordinary. From a teenage sensation to a world champion, he’s dominated the darts scene with a flair that belies his age. His victory in Cardiff on Premier League Darts night seven, where he hit a stunning nine-darter and averaged an astonishing 112.5 against van Gerwen, solidified his position as the one to beat. “I’ve been playing very well,” Littler said at the time, his confidence evident as he hesitated only briefly before celebrating the referee’s call on his nine-darter. This win, coupled with a lucrative six-figure deal with BoohooMAN and partnerships with brands like Xbox, KP Nuts, Sidemen cereal, and Target darts, has cemented his status as a multi-millionaire. Yet, with great success comes great attention, and not all of it is welcome.
The young star admitted he’s been turning down calls from promoters and event organizers looking to capitalize on his fame. “It’s been non-stop,” Littler confessed, explaining that his phone has been buzzing with offers for exhibitions, endorsements, and public appearances. While he’s grateful for the opportunities, he’s made a conscious decision to prioritize his darts career over the constant demands for his time. “I just want to focus on my game, keep practicing, and keep winning,” he said, a statement that speaks volumes about his dedication to the sport that made him a millionaire. This selective approach reflects a maturity beyond his years, as Littler navigates the delicate balance between fame and focus.
The pressure on Littler is immense, not just from promoters but from the expectations of fans and rivals alike. His recent performances, including a thrilling 6-1 victory over world number one Luke Humphries in Newcastle, have shown he thrives under scrutiny. However, not every moment has been triumphant. Just days ago, Littler faced a setback when his Mercedes van was vandalized during an exhibition match in Norwich. The rear window was smashed while he competed against Humphries in the MODUS Icons of Darts event, prompting an emotional response on Instagram: “Just trying to do an exhibition in Norwich and this happens, absolute scum of the earth.” The incident, which left Littler shaken but undeterred, highlighted the challenges of his high-profile life.
Despite these hurdles, Littler remains a dominant force in the Premier League, leading the table with 35 points, nine clear of Humphries. His record-breaking fifth nightly win in Birmingham, where he outplayed van Gerwen with a 102.5 average, showcased his ability to stay composed under pressure. “I’m very confident I will finish top of the table,” Littler declared, his words echoing the self-assurance that has carried him to the top. Yet, he’s not invincible. A recent 6-5 loss to Humphries in Leeds, where he wore a Leeds United-inspired shirt, and a semi-final defeat to Gian van Veen in the Players Championship, ended his 19-match winning streak. These moments remind fans that even “The Nuke” is human.
Littler’s decision to turn down calls also stems from his desire to maintain a sense of normalcy. A passionate Manchester United fan, he’s faced hostile crowds in places like Liverpool, where his allegiance led to boos and jeers. Last year, he gestured the 2-0 scoreline of Liverpool’s defeat to Everton, sparking a fiery response from the Merseyside crowd. “Scousers have long memories,” warned rival Stephen Bunting, a Liverpudlian who noted Littler’s knack for winding up opponents. Despite the hostility, Littler remains unfazed, using the energy to fuel his performances. “I don’t mind the boos,” he said. “It just makes me want to win more.”
As Littler prepares for the Premier League play-offs at London’s O2 Arena on May 29, his focus is clear. The calls may keep coming, but he’s prioritizing the board over the buzz. His partnerships, like the renewed BoohooMAN deal, reflect his growing influence off the oche, but it’s his darts that define him. “Continuing with BoohooMAN feels like a natural fit,” he said, excited about blending his style with his sport. For now, though, Littler’s heart lies in the game, where his arrows do the talking, and the phone calls can wait.
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