"If you just keep winning, winning, winning, people get bored of it" – Luke Littler should embrace his role as darts’ ‘villain’, according to WWE champion Drew McIntyre

During his sensational world title run, Luke Littler let not only his darts do the talking but also his mouth. The young world champion openly clashed with boo-boys and delivered a memorable line afterward: “You pay for my prize money.” A remark that stuck, and which some believe could mark the start of a new role for ‘The Nuke.’

WWE champion Drew McIntyre believes Littler would do well to fully embrace that attitude and evolve into darts’ ‘villain’: the outspoken bad guy that fans have to form an opinion about.

Speaking to SPORTbible, McIntyre explains why success can sometimes work against you. “He is still young. Eventually, if you just keep winning, winning, winning, people get bored of it or whatever," said the Scot. “He is probably getting some of the stick that is getting to him, so lean into it."

According to McIntyre, Littler should say exactly what he thinks, as long as he keeps delivering on stage. “Start saying how you feel, as long as you keep the performances going and the victories coming. You have to win when you talk that much trash. More people will show up — it is going to generate more interest in darts."

The WWE champion already saw it with Littler after that one interview, in which he fired back at the crowd. “He starts leaning into it and starts running his mouth like he did in that one interview after the crowd were giving him a bit of stick. That is what makes attendances grow. It is always historic."

McIntyre even draws a comparison with one of the greatest sporting legends of all time. “If you look at Muhammad Ali, people hated him. They paid to see him lose. But he was too good. People pay extra money for heels. It’s boring if the good guy wins all the time. "

McIntyre thinks it actually works when the audience is split. “So, I’m excited to see him go to the dark side. Get the numbers up and there is a fine line between love and hate. He will turn good again and be even bigger down the future.”

Meanwhile, Littler keeps doing what he does best: winning. The current world number one started 2026 in top form with victory at the inaugural Saudi Arabia Masters.

On January 29, the 19-year-old darts phenomenon returns to the oche at the Winmau World Masters, where he aims to add that title to his already impressive resume for the first time. Whether that happens as a hero or a ‘villain’ seems secondary for now.