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Sports marketer Chris Woerts urges caution from all sides regarding Luke Littler: “Go along with the craziness and his career will be short lived”
PDCSaturday, 06 January 2024 at 09:00
Luke Littler has quickly become a real sensation in the darts world. The losing finalist of the last World Darts Championship may even make his debut in the Premier League Darts next month.
Sports marketer Chris Woerts, founder of the Toto Dart Kings team, knows best that the barely 16-year-old Englishman will be particularly popular. "He likes pizza, burgers and energy drinks, right? His management is now getting all kinds of interesting deals in from brands like that. And there are all kinds of fortune hunters coming at him, promising him the earth," Woerts told AD.nl.
"If his parents, girlfriend and management go along with the craziness and euphoria of the moment, his career will be short-lived," Woerts predicts. "You shouldn't go for the quick money. The trick is to be very cautious about commerce and concentrate on the sport. Then the money will come naturally."
Stable home situation
Woerts therefore warns. "A stable home situation is eighty percent of the guarantee of success. If your parents and your girlfriend are wise counselors, if they keep you on your toes, you will be fine. 16 is a crucial age. Why? Two of life's temptations are just around the corner: booze and women. That's where young athletes often give in. It's strong legs that can carry the opulence. In England, on top of that, because of the tabloids, you don't really have a private life anymore."
During the last World Championship, Littler's girlfriend was already being slammed for being a money-grubber and Gary Anderson made his complaints to the media that Littler would extol too much. "We had another one of those top talents in darts, Josh Rock. The press and everything around it totally destroyed him. If that happens to Luke too, look at yourself above all. Just let that boy play darts," said Jacques Nieuwlaat, a longtime darts commentator.
Other class
"But this boy does have exceptional talent. This is of a different class," Nieuwlaat continued, drawing comparisons to Michael van Gerwen. "Michael started fantastic in 2006 and 2007, 2008 was also okay. Then followed three years where it was nothing. And in 2012 he was there again. Littler is still at the top of that wave now. Often at some point the attention, the playing or the pressure becomes too much. But then when you get through that valley, the peak can be higher. If that happens to this kid, salvage it."
''He comes across as a down-to-earth guy who does and says the right things. His girlfriend is a little older and also seems to have the common sense. And don't forget: the guy is under contract with the PDC. Those are pretty strict in their doctrine, too. They make sure that Littler does not become a plaything of commerce and will shield him from the press."
PDC
"Ultimately, I think the wisest party in this whole thing is the PDC," Nieuwlaat said. "They want to protect their share anyway. That's why I'm surprised somewhere that Littler has been invited to the Premier League Darts anyway. Sixteen Thursdays, a lot of traveling, very tough. If you're going to play everything, you're either playing darts seven days a week or on a plane. Then I'll give you on a piece of paper: then by the middle of the year he'll be completely worn out."
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