Luke Littler has emerged from relative obscurity just a year ago to becoming a sensational figure in darts, currently attracting more Google searches than high-profile personalities such as King Charles and the British Prime Minister. At only 17 years old, and still residing with his parents in northwest England, his meteoric rise is both impressive and noteworthy.
Littler’s remarkable journey began around the same festive season last year when he captured widespread attention by making an unexpected appearance in the finals of the world darts championship, despite this being only his first participation. Even at just 16 years old, he showed maturity beyond his years and maintained an untroubled attitude toward the pressures of competition, celebrating victories by indulging in kebabs and engaging in video gaming during his downtime. While he did not secure the championship title, he garnered a dedicated fan base and successfully brought darts back into the limelight, reminiscent of its popularity during the 1980s.
His surprising performance earned him £200,000 (approximately $255,000) and opened up several new avenues for success. This includes a coveted spot on the professional circuit, various lucrative sponsorships, appearances on popular talk shows, greetings from sports luminaries like David Beckham, and even an invitation to watch a Manchester United match with legendary manager Alex Ferguson.
More recently, Google declared Littler to be the most searched athlete in Britain for 2024, placing him third overall behind Kate Middleton and President-elect Donald Trump, just ahead of newly elected Prime Minister Keir Starmer and the King of the United Kingdom. Next week, Littler will return to the famed Alexandra Palace, the bustling venue for the world championship, boasting an impressive record of 10 tournament wins globally, including events in Bahrain and Amsterdam. He is now ranked as the world No. 4 and has amassed around £1 million ($1.28 million) in earnings for the year, along with a staggering rise in his Instagram following from just 4,000 to 1.3 million since last year’s championship.
Reflecting on his debut year, Littler admitted that nerves were high during his first championship. He noted, “This year I’ve won a lot of titles. I’ve hit nine-darters, and I come in now with a lot more confidence, and playing better than last year.” He understands the significance of his accomplishments but notes the hard work that lies ahead in terms of both earning potential and achieving future titles.
Renowned darts promoter Barry Hearn describes Littler’s rise as the best gift he could’ve received. Hearn, the head of the Professional Darts Corporation, commented on how difficult it can be to find presents for himself considering his success and belongings. However, discovering Littler has been a fantastic surprise. The young player has become a recognizable name across the country, serving as the face of a new cereal brand, engaging in clothing sponsorships, and having his distinctive purple and yellow branding on various darting accessories available in shops nationwide.
His entry into professional darts is said to have unlocked opportunities that the sport had never previously accessed. According to Garry Plummer, chairman of Target Darts, which has been a sponsor since Littler was merely 12 years old, he is driving significant changes within the sport’s landscape. Sports finance expert Dan Plumley underscored Littler’s substantial potential for earnings and influence, emphasizing his ability to connect with other public figures and social media personalities, which resonates well with the younger audience.
The “Littler effect” is becoming apparent as his influence on the sport has led to an increase in the number of viewers tuning into darts. Last year’s world championship final attracted a peak audience of 3.7 million on Sky Sports—an all-time high for the network outside of soccer. Kids are now increasingly inspired to take up the game, and the Junior Darts Corporation’s chairman reported that the number of academies for children under 16 has doubled, showcasing the growing interest in the sport among youth.
Following Littler’s impressive world final run, Plummer reported a spike in sales, explaining that their stock of Littler-branded darts flew off the shelves almost instantly. Top-ranked Luke Humphries, who defeated Littler in the last championship, acknowledged Littler’s potential, noting he would likely dominate the darts scene in the near future. With the current world title record held by retired Phil “The Power” Taylor at an astounding 16 titles, former champion Taylor remarked that Littler has the right attributes to chase this record, given his age and skill level.
Currently, Littler has achieved an impressive win-loss record in 2024, claiming 139 victories out of 181 matches and executing four nine-darter finishes. With these accolades, he is seen as a main contender for the impending world championship, starting Sunday. John Part, a three-time world champion, commented on Littler’s remarkable ability to handle pressure and win consistently. For the upcoming weeks, Littler plans to maintain a routine focused on adequate rest, practicing, enjoying gaming, and unwinding.
