Teenage darts sensation Luke Littler has signed a record-breaking £20 million deal following his triumph at the 2025 PDC World Championship. The 17-year-old from Warrington, Cheshire, has become a global phenomenon, with his rise transforming the sport's popularity.
Littler's impact has been staggering: viewing figures for the 2024 final peaked at 3.7 million on Sky, the highest for a non-football event. His Instagram followers soared from 4,000 to 1.3 million in a year, and he was the most searched-for UK athlete on Google in 2024.
The number of junior darts academies has doubled to 115 worldwide, with membership rising from 1,600 to over 3,000 in 12 months. Plans are underway to expand the World Championship from 96 to 128 players and extend it by four days, adding 25,000 tickets. PDC president Barry Hearn said he could sell three times as many.
Littler's commercial appeal includes a clothing range, cereal brand, and a role in the reboot of TV show Bullseye. Over 100,000 Littler-branded magnetic dartboards were expected to be sold at Christmas. Saudi Arabian backers have also expressed interest in hosting a tournament.
Despite his success, Littler remains grounded, celebrating wins with kebabs and computer games. He turned professional after taking GCSEs and has won 10 titles in 2024, including the Premier League. His journey from obscurity to stardom has made darts 'cool' for a new generation, with children now proud to play the sport.
