Luke Littler is building a business empire beyond the oche, having formally registered a sports trading card company and applied to trademark his personal slogan — moves that look set to add significantly to an already remarkable financial portfolio for a 19-year-old.
Littler has officially registered D10 Card Collective Ltd with Companies House, a company dedicated to the retail sale of games, toys and second-hand goods, with a focus on sports trading cards. The name is characteristically personal — a direct nod to his preferred double on the dartboard, the double 10 that he has regularly used to close out legs throughout his career.
According to filings submitted to Companies House, the business will operate in the “retail sale of games and toys in specialised stores” and “retail sale of other second-hand goods in stores”.
The venture is not as out of character as it might appear. It capitalises on Littler’s known passion for collecting football cards, a hobby he has previously monetised by selling parts of his collection on eBay. His girlfriend Faith Millar even shared images of him packaging sold cards before a tournament.
The secondary market for Littler-related cards has already reached extraordinary levels. A signed Luke Littler card was recently listed on eBay for an astonishing £22,500 — a limited-edition 2025 Panini PDC Premier League Winners card, hand-signed and numbered 3 of only 3. Other premium items include a 2026 Panini Bullseye edition priced at £10,700 and a PDC Panini Premier League 1/1 Portrait Lightning Parallel Card listed at £11,000.
Alongside the new company, Littler has taken separate steps to protect and commercialise his personal brand. He has applied to the Intellectual Property Office to trademark the phrase “Born to Win” — a catchphrase first associated with him when he burst onto the scene at 16. The application is currently under examination and, if approved, would grant him sole use of the slogan for commercial purposes including clothing and darts equipment.
It is the latest in a series of intellectual property moves by the Warrington star. He previously applied to trademark his face at the UK IPO to combat AI deepfakes and has already secured a trademark for his ‘The Nuke’ nickname in the United States.
Littler’s overall earnings continue to soar, with career prize money totalling around £3 million from major PDC tournaments including the World Championship and World Matchplay. Commercial partnerships have added a further £600,000 to his income, with sponsorship agreements in place with brands such as BoohooMan and Xbox.
Barry Hearn had suggested this week that Littler could earn as much as £6 million in 2026 alone from the combination of prize money and commercial deals — a figure that would make the trading card venture look modest by comparison, but which illustrates the scale of the platform on which he is now building these side businesses.
With the D10 Card Collective tapping into the growing sports memorabilia market, and the “Born to Win” trademark opening potential new merchandise revenue streams, Littler’s net worth is poised to rise further as he demonstrates a savvy approach to capitalising on his fame beyond the sport.
On the oche, meanwhile, he heads into the second half of the Premier League season having just won Night Eight in Berlin — his third nightly victory in four weeks — and sitting top of the standings. Whether throwing darts or packaging cards, Littler appears to be winning in most directions he turns.
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