Luke Littler looks to make money off sports card selling side hustle after filing trademark amid signed versions selling for up to £22k

Luke Littler’s rise no longer stops at the oche. The young Englishman, nicknamed “The Nuke,” is also making serious strides away from the oche. With a mix of commercial flair and entrepreneurship, he is building a brand that reaches beyond sporting achievements alone.

Littler has been almost unbeatable lately — especially at the major tournaments — but he is not standing still off the oche either. One of his latest moves is an application to register the slogan “Born to Win” as a trademark with the Intellectual Property Office. If that application is approved, Littler will gain the exclusive right to use the phrase on products such as clothing and darts equipment. It is a strategic move that fits the trend of top athletes protecting and monetizing their name and image through merchandising.

But it doesn’t end there. Documents at Companies House show that Littler also recently founded a company: D10 Card Collective Ltd. The name refers to his signature double 10 checkout, a nod to his sporting identity. Officially, the company focuses on selling games, toys, and second-hand goods, but in practice the emphasis is clearly on sports trading cards.

That market appears particularly lucrative. Cards featuring Littler himself are currently fetching eye-catching sums online. For instance, a limited, signed 2025 Panini PDC Premier League Winners card — of which only three exist — is listed for a staggering £22,520. Another card, from the 2026 Panini Bullseye series, is being offered for around £10,700.

According to Panini, demand for such exclusive cards is no coincidence. “This limited-edition card, numbered 3 of only 3, is a must-have for every Premier League collector and fan. The card boasts high-quality craftsmanship and features an autograph printed directly onto the card, enhancing its authenticity and value."

Panini also points to the growing profile of young stars like Littler. “This 2025 season trading card is a testament to Littler’s success. A timeless piece of sporting history, written in English, that no collection should be without.”

The combination of sporting success and commercial initiatives makes Littler a remarkable phenomenon in the darts world. Despite his young age, he has already built an impressive résumé and is seen as a future top earner, possibly even the first darter to break the £3 million barrier.

What sets him apart, however, is his foresight. While many athletes focus solely on performance, Littler is simultaneously taking steps in business. With his own company, a potential clothing line, and a strong presence in the collectibles market, he is building a sustainable career — beyond the sporting arena as well.

The coming months will be crucial. Will the “Born to Win” slogan officially become his property, and can D10 Card Collective Ltd grow into an established name in the world of sports memorabilia? One thing already seems certain: Luke Littler was not only born to win, but also to do business.