The Rising Star
Just a year ago, Luke Littler was a name few recognized. Fast forward to today, and he has transformed into a sensational figure in the world of darts, earning millions and drawing more online searches than King Charles and the British Prime Minister.
Making his ascent even more remarkable is the fact that Littler, at only 17 years old, still lives with his parents in northwest England. His journey to fame took off approximately twelve months ago when he made headlines during the holiday season by reaching the finals of the world darts championship in his very first attempt. Despite being just 16 at the time, he carried himself with the poise of someone much older, celebrating victories with kebabs and indulging in video games during his downtime.
The Impact of Success
Although Littler faced defeat in the championship match, he garnered a legion of fans, effectively elevating darts from its perception as a mere pub game into a mainstream sport reminiscent of its vibrant 1980s era.
His impressive performance not only earned him £200,000 ($255,000) but also opened doors to exciting new opportunities. He secured a spot on the professional darts circuit, signed lucrative sponsorship deals, and even garnered messages from icons like David Beckham, alongside an audience with Alex Ferguson during a Manchester United match at Old Trafford.
Record-Breaking Searches
This past Tuesday, it was revealed by Google that Littler emerged as Britain’s most-searched athlete in 2024, coming in as the third most-searched person overall—trailing only Kate Middleton and President-elect Donald Trump, and edging ahead of Prime Minister Keir Starmer and the king.
A Year of Triumphs
Next week, Littler is set to return to London’s Alexandra Palace, a lively venue for the world championship, bringing with him an impressive record of 10 tournament wins from around the globe, including notable victories in Bahrain and Amsterdam. He currently ranks as the world No. 4, has accumulated around £1 million ($1.28 million) in prize money for 2024, and boasts a social media following of 1.3 million on Instagram—a significant rise from just 4,000 followers the previous year.
“I can’t deny it, I was anxious during my debut at the world championship,” Littler reminisced, noting that he threw his first dart onto a magnetic board when he was just 18 months old. “However, this year has been filled with titles, and I’ve hit nine-darters. I’m entering this time with much more confidence and a better game compared to last year.” He adds, “What I’ve achieved in my first year is incredible, but it’s also hard work, and there are titles to pursue and money to earn.”
A Gift to the Sport
Darts promoter Barry Hearn expresses it as the most exceptional Christmas gift he’s ever received. “I’m quite tricky to shop for at my age since I’ve already got most things I desire,” Hearn said, “Then, out of nowhere came Luke Littler.” Littler has become one of the most recognizable faces in Britain, representing a new cereal brand, securing a clothing sponsorship, and having his image featured on merchandise sold at stores across the country.
The Littler Effect
According to experts, Littler’s potential for earnings is vast, and his influence is likely to elevate darts’ popularity to unprecedented levels. “He perfectly embodies the social media generation,” remarked Dan Plumley, a sports finance expert at Sheffield Hallam University. “He has connected with football players, influencers, and surrounds himself with individuals who resonate with younger audiences across social media platforms.”
The excitement surrounding Littler is significantly boosting the sport’s visibility. Last year’s world championship final saw a spike in viewership, peaking at 3.7 million on Sky Sports—the highest ever for a non-soccer sporting event.
Steve Brown, chairman of the Junior Darts Corporation, shared that the “Littler effect” has doubled the number of dart academies for children under 16 to 115, with programs popping up as far as Bulgaria and Mongolia. Membership has surged, with the organization now boasting over 3,000 members, up from 1,600 a year ago.
Garry Plummer, chairman of Target Darts, noted a massive spike in sales following Littler’s world final journey. “Before his first match, we would sell about 500 sets of Littler-branded darts in a year. After his first game, we had 900 in stock, and they all sold out the very next morning, and the sales just kept increasing,” he said.
Chasing Greatness
Last year’s world champion, Luke Humphries, who defeated Littler in the final, remarked, “Throughout the day, I kept thinking to myself, ‘Get this win now because he’s bound to dominate the darts scene soon.’” Littler is widely predicted to challenge the record for the most world titles, currently held by the retired Phil “The Power” Taylor at an astounding 16 titles. Taylor himself stated, “If anyone can achieve this, it’s this young lad. He has age on his side, alongside remarkable talent.”
With an ambitious mindset, Littler is focused on making history. “It’s all about that record. I want to be known as the greatest to ever play the game,” Plummer commented to the AP.
Aiming for Success
In 2024, Littler has already triumphed in 139 out of 181 matches and has recorded four 9-dart finishes, which is the fastest way to clinch a leg from a starting score of 501. These performances position him as a favorite in the upcoming world championship set to begin on Sunday.
“Luke Littler is molded into a champion, not just an excellent dart-thrower,” remarked John Part, a three-time world champion from Canada and commentator for Sky Sports. “He has displayed superiority at each level of competition, which has instilled him with a winning mentality, making him remarkably comfortable under pressure.”
Littler plans to maintain a simple routine leading up to the championship: “I’ll focus on getting plenty of sleep, practicing diligently, playing Xbox, and just relaxing.”
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AP sports: https://apnews.com/sports
