Luke Littler, 16, set to rake in £40million from brand deals despite world darts final loss

11 months ago 83

TEEN sensation Luke Littler could be on course to become the first £40million darts player despite tonight’s world final loss.

Experts predict the 16-year-old tungsten prodigy will enjoy a whirlwind of brand deals after winning a legion of new fans in a matter of days.

Prodigy Luke Littler could be on course to become the first £40million darts player[/caption]

Teen Luke, 16, lost to Luke Humphries in the world final[/caption]

Luke embraces his beautician girlfriend Eloise Milburn, 21[/caption]

He has reeled in record viewers for darts, with a peak of 2.32million watching his semi-final win against Rob Cross — up a staggering 165 per cent from last year.

At least another million more tuned in to Sky Sports last night to see him bravely lose 7-4 to new world number one Luke Humphries at London’s Alexandra Palace — denying the Warrington wonderkid the chance to become the youngest ever world champion.

It came four years after the pair faced each other in a pub contest.

Littler has still bagged £200,000 in prize money and could now easily command six-figure fees for new sponsors, says Neil Hopkins, strategy partner at MC Saatchi.

However, brands typically linked to darts — betting and beer — will be off limits until Luke “The Nuke” turns 18 next January.

The kebab-loving star has the potential to command at least £500,000 a year via ad deals, on top of mega earnings.

Sports marketing communications consultant Daniel Tunna estimates that by 2044 — when Luke is 36 — the star could have made up to £40million, factoring in inflation.

He said: “Luke is a generational darts talent and he’s already achieved remarkable things.

“He is so young that it does make it almost impossible to predict just how long and lucrative his career might be.

“However, 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.”

Brands that could be after him include fast-food chain German Doner Kebab and PDC partner Selco the builders’ merchants.

He already has a deal with car firm Skoda — even though he cannot drive until he turns 17 this month.

Sports PR expert David Alexander, founder of Calculus, urged Luke to be cautious with the money that will be flowing his way.

He said: “My advice to him is to focus on his sport, the reason for his newly-found fame, because the level of attention he is going to receive now can be overwhelming and distracting.

“It’s vital that he has good people around him, keeping his feet on the ground and giving him the space to breathe.

“It’s not just Luke’s success that has been so enthralling — he comes across as a down-to-earth lad people can relate to.

“He talks about loving his Xbox, celebrating with a kebab and a Tango — and whoever his management are approached by, it’s vital that he works with brands that are authentic, that we can believe in.

“He has to avoid the temptation to cash in with every offer that comes his way. Less is more in what is likely to be a long and successful career.”

Last night, the youngster showed composure and talent beyond his years in the final, but could not stop “Cool Hand” Luke Humphries, 28, winning the PDC Darts World Championship.

The victor joked afterwards: “In the back of my mind all day I thought, ‘Get this one now because this guy [Littler] is going to dominate world darts soon’.

“You will never see a 16-year-old kid as down to earth as him, he’s just something else. He is one of the best players in the world, no doubt about that.”

Littler’s doting parents Anthony and Lisa cheered their son on from the crowd, along with his beautician girlfriend Eloise Milburn, 21.

Support rolled in ahead of the clash, with mates including best pal Eleanor Cairns sending him good luck messages.

It has been a fairytale run for The Nuke, who demolished childhood heroes including Raymond Van Barneveld along the way.

He has gone from an unknown presence on social media to today boasting a whopping 500,000 Instagram followers — an increase of 1,281 per cent since the start of the championships.

Google searches for Ally Pally alone surged by a massive 73 per cent ahead of last night’s final.

Earlier yesterday, Luke was seen with his dad and girlfriend near their Hilton hotel in Angel, North London.

He revealed after his semi-final that on match days he tucks into a cheese and ham omelette and a pre-game pizza.