Iconic darts referee Russ Bray has seen his side hustle skyrocket thanks to the “Luke Littler effect.” The 67-year-old, who retired from full-time Professional Darts Corporation (PDC) duties after the 2024 World Darts Championship final, now enjoys a thriving second career.
Bray’s success is closely tied to Luke Littler’s meteoric rise. At just 17 years old, Littler earned £500,000 by winning the world title in January 2024, becoming a household name and sparking a surge of interest in darts across the UK.
Bray, famous for his gravelly voice, initially partnered with a developer to launch a darts scoring app featuring his calls. “A guy from up north asked if I’d do it. I said, ‘How much will it cost me?’ and he said, ‘Nothing — just record names and numbers,’” Bray told The Times.
The app was already a modest success, but Littler’s rise propelled it into the top ranks on Apple’s app store. Bray now earns around £12,000 to £13,000 annually from the app — but last year, thanks to the Littler boom, he raked in £30,000.
Beyond the app, Bray’s semi-retirement includes calling matches for PDC’s World Series events and serving as a brand ambassador. He also benefits from a healthy pension after his earlier career as a police officer.
Voiceover work has become another lucrative venture. Notably, Bray earned £15,000 for a McCoy’s crisps advert in 2009 — a deal that continued for three years, paying him £15,000 every six months.
Additionally, he offers personalized video messages through Cameo, charging £37.50 per 30-second clip. “I’ve got four to do today,” Bray said, revealing he has made £18,000 from Cameo work alone.
If he ever hits the lottery, Bray jokes he would “sit back, relax and enjoy” life in sunny Spain. Until then, he’s enjoying the unexpected windfall brought on by darts’ latest young star.
