World No. 1 in darts, Luke Littler, has inked a million-pound deal with boohooMAN for the third year running.
The 19-year-old originally teamed up with the fashion brand in 2024 and was recently spotted at their Manchester offices to finalize the contract.
This year, Littler accomplished the impressive feat of winning the World Darts Championship for the second year in a row, an incredible journey for someone who made their first championship final appearance at the age of 16. To date, he has claimed 10 major titles.
“I’m thrilled to continue my partnership with boohooMAN,” Littler expressed. “From the beginning, they got who I am, and it still feels like a perfect match.”
“Much has changed since we first collaborated, but the vibe remains unchanged, and I’m eager for what’s ahead,” he added.
Littler has signed a deal with boohooMAN for a third consecutive year in a million-pound agreement, and was seen arriving at the brand’s Manchester HQ to put pen to paper
Littler has also signed deals with Xbox, KP Nuts, Sidemen cereal and Target Darts, the latter of which is a record sponsorship deal for a darts player worth a reported £20m
In addition to boohooMAN, Littler has secured endorsements with Xbox, KP Nuts, Sidemen cereal, and Target Darts. Notably, his deal with Target Darts is a record-breaking sponsorship for the sport, reportedly valued at £20 million.
Only Phil Taylor, with 14, and Michael van Gerwen, on three, have won more PDC world titles than Littler, who is also just the fourth player to triumph in successive years.
Last week, Littler became involved in a spat with his opponent from this year’s World Championship final, Gian Van Veen, after losing their Premier League clash on Thursday evening.
The two-time world champion topped the table at the start of the evening, but after missing three match darts, saw his lead overturned as he lost 6-5 in the quarter-final.
The teenager made headlines during the contest for his behaviour, seemingly urging his opponent to hurry up with exasperated hand gestures, and making crying gestures after missing his second and third match darts.
In his post-match remarks, Van Veen admitted that he didn’t think Littler’s behaviour was ‘normal’.
But on Instagram, Littler was unrepentant, sharing a defiant screenshot of his PDC achievements in the sport to his stories.
‘Goodnight god bless thank you Manchester (red heart emoji),’ Littler captioned the pointed image – which obscured his last-16 finish in last year’s European Championship, something he, unlike Van Veen, has not won.
He followed it up by re-sharing Van Veen’s quotes with three crying-laughing emojis.
‘I’m on 90 and miss double-15 on the inside, and then I see him cheering towards the crowd,’ Van Veen had told Sky Sports after the match. ‘I don’t think that’s normal.
Littler was criticised last week by his Premier League darts opponent Van Veen for ‘not being a good loser’ after making crying gestures after missing his second and third match darts
The prodigal darts talent shared his roll of honour on his Instagram stories after the spat
‘And then he makes that crying gesture too… he is a great darts player, but today he shows that he is not a good loser.
‘Cheering over an opponent’s miss really annoys me. So that’s why I gave him an angry look. That he then misses three darts at a double, that’s his problem.’
Littler continued to fume while Van Veen gave his interview on stage, appearing to mutter to himself as he walked off.
Back in his hometown of Manchester, he was greeted by rapturous support, but Littler has not always been a crowd-pleaser.
Last December, at the site of his World Championship triumph, he was booed during his last-16 match, something he said didn’t concern him in the slightest.
‘I’m not bothered, really I’m not bothered,’ he said when asked about the brickbats at Alexandra Palace on stage. ‘Can I just say one thing?
‘You guys paid for tickets and you’re paying for my prize money – so thank you for my money. Thank you for booing me! Come on!’
