Luke Littler has cemented his status in the sports world by inking a lucrative six-figure extension with BoohooMAN, locking in an exclusive long-term partnership. The darts sensation first teamed up with the fashion brand after his breakout run to the 2024 World Championship finals, and this renewed deal underscores BoohooMAN’s bet on authentic, boundary-pushing collaborations that go beyond typical fashion tie-ins.
Littler, reflecting on the deal, said, “Sticking with BoohooMAN just feels right. They nailed my vibe from the start and have backed me every step of the way. I’m pumped to cook up something fresh that’ll hit home with darts fans and style junkies alike. We’re just getting started.” BoohooMAN CEO Samir Kamani echoed the hype: “Luke’s the real deal—shattering norms and raising the bar, just like us. His rise from teen prodigy to world champ is our brand in a nutshell.”
The partnership will roll out exclusive photoshoots, custom content, and slick social media campaigns, blending the worlds of darts and fashion to hook fans in both arenas. Want the inside track on sports business? Subscribe to the free Ministry of Sport newsletter, or level up with a MoS Membership for exclusive insights, event access, and networking ops.
