That, though, is just the start of the possibilities open to Littler. Commercial experts highlight his vast popularity with young fans, although darts insiders have stressed the market is different from that for sports such as tennis or golf, despite darts’ bigger viewing figures.
Even so, the very best and most popular darts players can earn around £350,000 ($777,000) a year from the sale of shirts and merchandise. Similar winnings can be made from exhibitions before sponsorship opportunities take their off-board earnings to the seven-figure mark.
As the most famous and marketable player in darts (only Donald Trump and Kate Middleton were searched more on Google in the UK in 2024), Littler can expect to surpass his rivals by what one source estimated would be “hundreds of thousands rather than millions”.
A range of Luke Littler merchandise has been doing a roaring trade all year, particularly shirts but also branded darts that range from £14.95 ($33.20) up to a tournament-quality set costing £129.95 ($288.62), as well as mats, boards, posters and cabinets.
As well as Target Darts, his sponsors include KP Nuts, the clothing range boohooMAN, Skoda, Prestige Building Supplies and, of course, Xbox.
“He just gets a budget every month that is sent across to his personal account, and he can buy what he wants with that: Fifa points or trainers,” his long-term manager Martin Foulds explained last month. “He just gets an amount that is plenty for a 17-year-old lad. If he ever needs anything, or if he wants an extravagance, he can just ask.”
Littler, by all accounts, has not been much bothered about digging into those mounting savings, but a positive ripple effect is certainly being felt by his fellow players.
‘Biggest impact has been in getting more kids playing’
PDC chief executive Matt Porter told Telegraph Sport there has been a noticeably younger demographic since Littler burst on to the scene and continued growth in the number of women watching PDC events over the past decade.
“Luke has certainly helped in the last 12 months, but the biggest impact has been in getting more kids playing – it’s been staggering,” says Porter.
Around 40% of the audience at Ally Pally now comes from Europe, with tickets for the entire event selling out in less than an hour to people from 58 different countries. There are plans to expand the field from 96 to 128 next year to ensure an extra four days – and thus 25,000 tickets – across what would be eight more sessions of play.
There is constant talk of moving from Ally Pally but the PDC is mindful of not messing with festive tradition. Although there is already a Middle Eastern presence with a tournament in Bahrain, Porter thinks going to Saudi Arabia is likely to be “a few years” away.
“You always have to look at how you can evolve the event and maximise every opportunity – it is about maintaining the identity and authenticity of the event while still taking it forward in the same vein,” he said.
“Alexandra Palace is a fantastic home venue – it’s iconic, synonymous with darts. It’s like Wimbledon: strawberries and cream in the summer; Ally Pally and a pint of lager at Christmas.”
Viewing figures on Sky Sports have again been buoyant, with peaks above 1.5 million already in four Littler matches. While last year’s final peak is not expected to be reached, there has been an overall increase on last year of 39%. The Sky deal ends this year and, although there is interest from other broadcasters, talks are ongoing.
“We would be very hopeful of concluding something with them [Sky] in the not too distant future,” said Porter. “It’s a 30-year relationship and one that has underpinned the success and growth of the PDC – it is certainly not something we treat lightly.”
