Darts Star Luke Littler Joins Forces with England Legend for Major New Campaign
Luke Littler has teamed up with England rugby icon Jonny Wilkinson to back a major Government initiative aimed at tackling male loneliness through sport.
The 18-year-old darts sensation is among a group of high-profile athletes supporting the Team Up campaign, which launched today and runs through February 2. The week-long initiative will see sports clubs across the country host special events highlighting how sport helps boys and young men combat isolation and build meaningful connections.
Wilkinson, England’s 2003 Rugby World Cup-winning fly-half, has thrown his considerable weight behind the campaign alongside Littler, fellow darts star Luke Humphries, and England cricketer Jacob Bethell.
The Power of Sport to Connect
The 46-year-old rugby legend explained his motivation for supporting the initiative, emphasizing sport’s unique ability to bring people together during difficult times.
“It’s definitely not wrong to feel isolated – to feel lonely, on your own, challenged, stressed, to feel all those kind of things,” Wilkinson said. “Sport has this incredible power to create connection when you need it most.”
The campaign has received backing from major sporting organizations including the Premier League, English Football League, and the Rugby Football League, underlining the widespread recognition of mental health challenges facing young men across the country.
Littler’s Platform for Good
Littler’s involvement comes at the peak of his meteoric rise in darts. The world number one recently defended his PDC World Championship title with a dominant 7-1 victory over Gian van Veen at Alexandra Palace, becoming the first player to win the newly increased £1 million prize.
His participation in the Team Up campaign demonstrates how the Warrington ace is using his enormous platform to support important social causes. The teenager has become a cultural phenomenon since bursting onto the scene, with his impact dubbed “Littlermania” or the “Littler effect” by fans and media alike.
The timing is particularly significant given Littler’s massive appeal to younger audiences. His unprecedented success has drawn millions of new fans to darts, many of them young people who see the teenager as a relatable figure despite his extraordinary talent.
Addressing a Growing Crisis
The campaign aims to shine a spotlight on the critical role sport plays in supporting men’s mental health, particularly among younger demographics where loneliness and social isolation have become increasingly prevalent concerns.
Through the Team Up initiative, local cricket clubs, football teams, rugby sides, and other sporting organizations will host events designed to welcome new members and demonstrate how team sports can provide the social connections many young men lack.
Wilkinson, who has been open about his own mental health struggles during and after his playing career, emphasized the importance of creating spaces where vulnerability is acceptable.
“That’s why I’m supporting the Team Up campaign and would encourage anyone to get down to their local cricket club and find their team,” the former Newcastle Falcons and Toulon star added.
Littler’s Busy Schedule
Despite his hectic competition schedule, Littler found time to lend his name to the cause. The back-to-back world champion is currently competing in the World Series of Darts events and will soon begin his 2026 Premier League Darts campaign on February 5 in Newcastle.
His involvement in the Team Up campaign adds another dimension to a young career already marked by record-breaking achievements both on and off the oche. Earlier this month, Littler signed a 10-year, £20 million deal with Target Darts – the biggest contract in darts history – and recently purchased a mansion for his parents as a thank-you for their support.
The campaign runs through next Sunday, with information about local participating clubs and events available through the participating sporting bodies’ websites and social media channels.
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