Luke Littler lands a million-pound sponsorship boost as the world darts champion renews his lucrative fashion partnership with boohooMAN for a third consecutive year

The Nuke renews: Littler’s £1m fashion tie-up enters third year

Luke Littler has extended his boohooMAN partnership for another year in a seven-figure deal — cementing the 19-year-old’s status as one of British sport’s most bankable young stars.

Luke Littler has signed a million-pound sponsorship renewal with fashion brand boohooMAN, extending a partnership that began in early 2024 into its third consecutive year — and signalling that the darts world champion’s commercial appeal shows no sign of slowing down.

The 19-year-old was spotted at boohooMAN’s Manchester headquarters earlier this week to put pen to paper on the agreement, which will see him continue as a brand representative and model for the UK fashion retailer. The deal encompasses exclusive photoshoots, social media campaigns and digital content aimed squarely at boohooMAN’s young male audience.

The timing could hardly be better for either party. Littler, who first teamed up with the brand just days after lighting up Alexandra Palace as a 16-year-old finalist at the 2024 World Championship, has since become the sport’s dominant force. He now holds back-to-back world titles, 10 major PDC trophies, and a world number one ranking that looks as unassailable as ever. Only Phil Taylor — with 14 world titles — and Michael van Gerwen — with three — have more PDC world championship wins than “The Nuke.”

“From the beginning, they got who I am, and it still feels like a perfect match. Much has changed since we first collaborated, but the vibe remains unchanged.” — Luke Littler

The renewal reflects a broader commercial explosion around Littler that has transformed what was once considered a niche sport into a mainstream entertainment product. His sponsorship portfolio now reads more like a Premier League footballer’s than a darts player’s. Beyond boohooMAN, Littler holds partnerships with Xbox, KP Nuts, and Sidemen cereal. His most lucrative arrangement remains a landmark deal with equipment supplier Target Darts, reportedly worth a staggering £20 million and widely described as the most valuable sponsorship deal in the history of professional darts.

For boohooMAN, the deal is as much a branding exercise as a commercial one. Aligning with Littler — young, Manchester-based, outspoken and fiercely competitive — ticks every box the brand looks for in an ambassador. The partnership bridges a gap between sport and streetwear that few athletes outside football have historically been able to occupy. CEO Samir Kamani put it plainly at the last renewal: “Luke represents exactly what our brand stands for — breaking boundaries, defying expectations, and setting new standards.”

Littler’s profile has not been without its controversies of late. Last week he was involved in a very public spat with Dutch rival Gian Van Veen following a Premier League quarter-final in Manchester — a match Littler lost 6-5 after missing three match darts. Van Veen suggested his behaviour was not “normal”; Littler, characteristically unbothered, responded on Instagram with a screenshot of his PDC trophy haul. It was the kind of moment that, in any other sport, would prompt a quiet apology. Littler simply let his record do the talking.

That Teflon confidence — whether endearing or infuriating depending on your vantage point — is, of course, part of the appeal. Brands do not pay millions for compliance; they pay for personality. And in that regard, Luke Littler remains one of the most compelling young athletes Britain has produced in years. With a world number one ranking, a growing trophy cabinet and a sponsorship portfolio that most professional footballers would envy, “The Nuke” is only just getting started.