"He’s a mega brand in the making" - Luke Littler's sponsorship opportunities set to reach new levels as he turns 18 according to PR expert

He might still be behind Luke Humphries in the PDC Order of Merit, but newly crowned world champion Luke Littler is undoubtedly the most marketable name in the sport of darts today. As he turns 18, a whole new wave of sponsorship opportunities have now also been opened up for 'The Nuke'.

Littler currently holds sponsorships with Xbox, KP Nuts, and boohooMAN, as well as a partnership with TAG Heuer. He has also featured in ads for the popular YouTube group Sidemen, promoting their cereal brand, 'Best'. In addition to these, Littler enjoys a lucrative deal with Target Darts, further adding to his financial success.

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So far in his PDC career though, because of Littler being younger than 18, some things have been closed off to him. At the most recent PDC World Darts Championship for example, tournament sponsors Paddy Power were nowhere to be seen on the shirt of the celebrating world champion due to gambling laws in the UK. For the same reason, the potential £60k bonus given to a player for hitting a nine-darter from Paddy Power had to be supplied by a different sponsor in Littler's case. As mentioned though, in turning 18, all these potential roadblocks to further sponsorship opportunities slip away.

"Luke Littler, he’s a mega brand in the making, although arguably he already exudes star power," PR expert Mark Borkowski explains in conversation with SunSport. "What makes him more interesting is that he is so down-to-earth - that's a superpower in itself. But what lies ahead financially hinges on how well his support team plays it. Littler’s next step isn’t just about throwing darts; it’s about throwing his name into the arena of multi-tiered sponsorship deals."

"He’s young, marketable, and riding the wave of a sport that’s enjoying a broader global audience. Companies in sportswear, gaming, energy drinks, and even mainstream consumer goods will likely be eyeing him as the face of Gen Z darts. Littler’s team needs to carefully curate his brand image," continues," Borkowski continues. "Is he the clean-cut working class prodigy every parent wants their kid to emulate, or the cheeky, maverick talent who draws in younger fans on TikTok and Instagram? Either way, brands will pay a premium for his endorsement. He is a walking billboard for darts gear. The right apparel or equipment sponsor could offer a substantial base sponsorship deal."

If correct, the sky seems to be the limit for Littler's potential sponsorship gains, presuming the now 18-year-old can continue to back it up with stunning performances on the board as he has been.

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