15/02/2024

"I mean he is at the opening of an envelope": PDC Chairman Eddie Hearn marvels at Luke Littler effect as sponsors come calling

In an age where social media can create massive followings of support, Littler's rise not only in the sport of darts, but on social media platforms, attracting the support of people across the world has been mightily impressive.

While PDC Chairman and Matchroom promoter Eddie Hearn has been blown away by the impact Littler has had, and rise in sponsorships and support for the 17-year-old, he is cautious about getting carried away.

Talking to the Love the Darts podcast, he said: "There is that worry that it's just too much too soon. You look at the likes of like Emma Raducanu you know. Same kind of age. Go out and win the US Open. It's just, Are you ready for that? Was it a one-off? Was it a good draw? You know, how are you going to respond to that?

“What Luke has done it's been incredible. I mean, he is at the opening of an envelope. You know, he's at Misfits boxing, he's at Manchester United but he is just embracing it. When you look at the positioning of major stars in UK sport right now, he is right up there.”

''He just gives everything and doesn't care about anything else'' - Price sees resemblance between himself and Littler

Despite many darts fans knowing of Littler's talents since his appearances on the PDC's Development Tour and the Modus Super Series, the World Championship certainly brought them to light, with Littler becoming the first darts player to reach a million followers on Instagram.

And with that fame came his brand deal with clothing company BoohooMAN, one of the first times a player has been sponsored by a non-darts company.

Hearn said: "He's making a lot of money on and off the oche. It's the first time really that a darts player has signed Major sponsorship deals with major brands. I mean outside of your PDC partners, outside of your manufacturers and darts companies.

"He's bringing that new audience and that's important to us as well. So at the moment the Luke Littler effect, if you like, is great for everybody."

While the mental impact of such media attention is an ongoing concern for fans of the Nuke, his darting ability looks to be going nowhere, and taking each opportunity in his stride, he seems to be dealing with the pressures on the oche with ease.