Luke Littler, a 17-year-old darts prodigy, became the youngest winner of the PDC World Darts Championship, defeating Michael van Gerwen and earning a £500,000 prize. His rise to fame has significantly boosted sales for his sponsor, Target Darts, whose owner reported a doubling in sales due to his success. Littler is projected to earn around £1 million in 2024, with potential total earnings of £100 million over the next decade from prize money and sponsorships. He has established himself as a prominent sports star, attracting attention from young fans and retailers eager for his merchandise.
Luke Littler isn’t the only one who benefited financially from his rise to sports superstardom last year.
The 17-year-old darts sensation first made headlines last year when he finished runner-up at the PDC World Darts Championship.
And the youngster went one better on Friday night, defeating three-time world champion Michael van Gerwen to become the youngest winner in the tournament’s history and take home the £500,000 prize.
His path to victory has made Luke ‘The Nuke’ Littler a celebrity in the sports world, and his sponsors are delighted with the change.
Target Darts, the Arrows’ manufacturer, has supported Littler since he was 12 years old and says sales have “doubled in the last year” thanks to the teenager’s success.
Owner Gary Plummer said the recovery in sales had been “remarkable” as major retailers were said to be flipping out to buy Littler-branded darts, boards and tops. Ta.
Mr Plummer told BBC Radio 4’s Today programme: “He’s made all the difference.” We are in a toy store. Smith Toy Superstore recognized Luke Littler’s potential really early on and bought him directly.
“We have so many young kids coming to our site looking for darts and looking for Luke Littler stuff.”
Littler defeated Michael van Gerwen in the final to win the World Darts Championship
Target Darts owner Gary Plummer (pictured with Littler) said the rebound in sales had been “remarkable”.
Major retailers are said to be flipping and buying darts, boards, tops etc. with the Littler brand on them (Photo: G1 Swiss Point Gold Prodigy version at The Target, price on the company’s website) (129.95 pounds)
Littler fans can purchase Target’s G1 Swiss Point darts, which are regularly used by Nuke of Oce, for £99.95 on the Target website and the same price on Amazon.
For those looking to take it to the next level, the G1 also comes in a sleek gold Prodigy version, priced at £129.95.
Even more affordable, the Luke Littler Loadout 90% Tungsten Darts are available on Amazon for £45.90.
Darts enthusiasts can also buy the Target Darts Luke Littler cabinet and dartboard set on sale for £59.99 on Amazon, or his iconic purple shirt for £39.95.
“Our sales doubled last year, which was amazing,” Plummer said.
“So many new doors have opened up. We are here at B&M because of him. Who would have thought that? He has brought a whole new generation of young customers to us. Ta.”
Mr Littler also benefits from a sponsorship deal with Target, with Mr Plummer last year having to pay the arrow thrower £15,000 in win bonuses for his success in the Darts Premier League and European Tour. It didn’t happen.
“He used to text me when he won, saying, ‘More bonus for Gary,'” Target’s boss said. Most players on our books get paid a few hundred pounds a year, but last year he was winning so much that we paid him £15,000.
Littler is expected to earn around £1m in 2024, and it is estimated that he could receive £20m in prize money over the next 10 years.
Littler also benefits from a sponsorship deal with Target, with Mr Plummer (left) paying the arrow thrower £15,000 in win bonuses last year for his success in the Darts Premier League and European Tour. I had to.
Darts enthusiasts can also buy the Target Darts Luke Littler Cabinet and Dartboard Set for £59.99 on Amazon.
Luke the Nuke’s iconic purple shirt also available for £39.95
“I went to the Youth World Championships and watched him play there, and his father came up to me and asked if I could sponsor him. I thought he was a little older, but he said he was 12. We’ve been with him ever since.
Littler has already established himself as one of England’s hottest sports stars and his popularity is only set to grow.
After defeating Van Gerwen, Littler won £500,000 in prize money and is expected to see his income increase significantly over the next few years.
Sports finance expert Dr Rob Wilson believes Littler could earn £100m over the next 10 years.
Littler is expected to earn around £1m in 2024 and it is estimated that he could receive £20m in prize money over the next 10 years.
Further income could be earned if Littler provides insight into his personal life through the documentary and signs further sponsorship deals.
Dr. Rob Wilson told Lucky Block: Together with prize money and sponsorships, it means they raised around £1 million in the calendar year.
“Littler’s income should be estimated like compound interest. As the years go by, his prize money increases, and as his profile increases, so does his advocacy work.
“He should easily earn £20 million in prize money over the next 10 years.
“With that sponsorship, coupled with the inevitable At Home with the Littlers documentary that will air afterwards and other sources of income, his career earnings could easily reach £100m. .
“No one in the world of sport has seen such an incredible explosion in performance and earnings. Ronaldo, Messi and Beckham have all surpassed these numbers, but only late in their careers. That’s because Littler is unique.”
