It’s been a whirlwind year so far for Luke Littler having become an overnight sensation at the PDC World Championship – but he’s not overly bothered about his celebrity status. Already cemented as one of the top darts players in the world, endorsement offers and special invitations have flown his way since his Ally Pally exploits, attending Premier League fixtures at grounds like Old Trafford and the Tottenham Hotspur Stadium.
But it isn’t just sporting figures who have requested his company. Politicians have also taken note of his rise to superstardom, including it seems, the current Prime Minister Rishi Sunak.
Small wonder then, that Littler – still only 17 – has had to employ a publicist to help manage his affairs. And it was in an exclusive interview with the Times where the member of his management team explained: “He just gets rolled around, doesn’t know what’s going on, the poor guy. The prime minister wanted to meet him too.”
‘The Nuke’ was then duly asked if he was “bothered” about meeting Sunak, with Littler’s response as underwhelming as it was amusing. “Not really,” he said. “I don’t really know what goes on with the prime minister, or whoever’s involved, really.”
Littler’s indifference towards such matters is nothing new. Despite missing out on World Championship glory to Luke Humphries, the star received a life-changing prize of £200,000, far exceeding his previous career earnings.
But he wasn’t about to go on a lavish spending spree. Instead, Littler modestly revealed how he simply intended to purchase a few under armour tracksuits, as well as some games for his X-box.
This week though, Littler agreed a long-term partnership with Target, and is set to launch a range of merchandise. Two sets of branded darts, shirts and wallets will be among the products on offer to fans.
And his previously composed demeanour has been put to the test in his last two Premier League appearances though. One of the star attractions for the series, he’s currently placed third in the table after reaching the semi-finals in Newcastle on Thursday.
There, he was beaten 6-5 in a thrilling contest with Michael van Gerwen, and appeared to snub the Dutchman’s offer of a fist bump before the deciding leg. The previous week in Glasgow, he was visibly frustrated as he left the stage after missing several chances to beat Gerwyn Price.
