Luke Littler could earn '£40million fortune' in sponsorship deals despite darts championship loss

4 January 2024, 09:00 | Updated: 4 January 2024, 09:14

Luke Littler celebrates with his runner-up trophy after the final match at Alexandra Palace
Luke Littler celebrates with his runner-up trophy after the final match at Alexandra Palace. Picture: Alamy

By Ana Truesdale

Luke 'The Nuke' Littler lost 7-4 to Luke 'Cool Hand' Humphries in the 2024 PDC World Darts Championship final, but he could be on track to earn a fortune.

Listen to this article

Loading audio...

Marketing experts predict that, despite his loss, Littler could earn tens of millions of pounds in brand deals and sponsorships throughout his career.

Since he's under 18 years old, he can't sign any deals yet with brands which are often linked to darts, like alcohol and gambling companies.

Daniel Tunna, a sports marketing consultant, told the Sun: "Luke is a generational darts talent and he’s already achieved remarkable things.

"If he is at the summit of the darts world for 20 years, he could be well on the way to amassing a £40million fortune.

"Littler’s talent, combined with smart management, and continued high-level performance, have the potential to make him the highest-earning darts player in the world."

16-year-old Luke 'The Nuke' Littler from Warrington is the youngest player ever to compete in the world darts championship final.
16-year-old Luke 'The Nuke' Littler from Warrington is the youngest player ever to compete in the world darts championship final. Picture: Getty

For making it to the final, the 16-year-old still earns £200,000 and on the list of the world's top 32 darts players.

Littler said after the match: "The one negative was I lost too many legs on my throw, so Luke would break me, then hold and I'd be 2-0 down [in the set].

"Fair play to Luke [Humphries], he deserves it.

"I've got to the final, I might not get to another final for the next five to 10 years, we don't know, but I can say I'm a runner-up and now I just want to go and win it."

happy with runner up, happy to be apart of an incredible final and Russ Bray's last ever final, thanks everyone❤️🎯

Posted by Luke TheNuke Littler on Wednesday, January 3, 2024

Littler's journey through the championship, and subsequently becoming the youngest-ever world darts finalist, has brought in an unprecedented audience to darts.

A record 2.3 million people tuned in to watch the semi-final match between Luke Littler and Rob Cross - the viewing numbers for the final have likely beaten that number.

Read more: ‘I couldn’t hold my own’: Heartbreak for teen darts sensation Luke Littler after Humphries bags World Darts title 7-4

Read more: Luke Littler's girlfriend's mum reveals romance is in 'early stage' and hits out at trolls pointing out age gap

During the final, Humphries was trailing 4-2 before winning five consecutive sets to win the Sid Waddell Trophy at Alexandra Palace.

Humphries won a £500,000 prize for taking the championship and is now on a 19-match winning streak.

The 28-year-old darts champion told Sky Sports: "Honestly in the back of my mind throughout the whole of today I was thinking 'get this one now' as he's going to dominate world darts soon.

"He's an incredible player and when I was on the brink of winning there he was just relentless. I was really really proud of the performance today, I felt a little bit tired in between [sets].

"He's an incredible talent and I had to win this one tonight - he's going to win plenty I'm sure."

More Latest News

See more More Latest News

President Joe Biden and first lady Jill Biden

Jill Biden breaks silence with short emotional tribute to husband Joe after he drops out of Presidential race

Starmer praises Joe Biden's 'remarkable career' as leaders react to president quitting  2024 US presidential race

Starmer praises Joe Biden's 'remarkable career' as leaders react to president quitting 2024 US presidential race

President Joe Biden has dropped out of the 2024 Presidential Race and has endorsed Vice President Kamala Harris as the Democratic Nominee.

Kamala Harris says she is running for President in first statement since Joe Biden's shock withdrawal

Joe Biden (l) and Kamala Harris (r)

As Joe Biden steps aside who replaces him as the Democrat candidate to take on Trump and what happens now?

Live
President Biden Addresses The Nation From The White House Oval Office

Joe Biden quits 2024 US election LIVE: President Biden backs VP Kamala Harris as Trump hits out at 'unfit' leader

Republican presidential candidate former President Donald Trump speaks at a campaign event yesterday

Donald Trump slams Joe Biden as ‘worst president in history’ and says Kamala Harris will be ‘easier to beat'

Read Joe Biden’s letter in full as he announces he’s dropping out of 2024 presidential race

Read Joe Biden’s letter in full as he announces he’s dropping out of 2024 US presidential race

Biden withdraws from US presidential race

Joe Biden has endorsed Vice President Kamala Harris as Democratic Presidential nominee

President Biden Delivers Remarks On Attempted Assassination Of Former President Trump

Joe Biden quits 2024 US presidential race and endorses Kamala Harris - as Trump labels him 'unfit to serve'

The 152nd Open - Day Four

American Xander Schauffele crowned The 152nd Open Champion as he finishes -9 to win in Royal Troon

Breaking News

England beat the West Indies by 241 runs in second Test at Trent Bridge

It comes as a TikTok sleuth who joined the hunt for missing teen Jay Slater said he believes the 19-year-old remains trapped in a Tenerife ravine.

Jay Slater's family blast trolls over bogus leads following sightings on the ‘Eurostar’ and ‘watching the Euros’

Four men found dead in car following horror collision with tree

Four men found dead in car following horror collision with tree

The M25 motorway closures are to set to cause travel chaos

Motorway misery: M25, M4 and M1 closures set to disrupt drivers this week – find out if you’re affected

Giovanni Pernice is expecting to be cleared following a misconduct probe, it is understood.

Ex-Strictly pro Giovanni Pernice 'expects to be cleared' amid misconduct allegations

The Prince Albert memorial has been 'considered offensive'

Prince Albert Memorial branded 'offensive' as it reflects 'Victorian view of the world'