Luke Littler makes bizarre trademark move after signing record-breaking multi-million pound contract

Luke Littler has applied to legally trademark his face just months after signing a blockbuster £20million deal.

The 19-year-old darts sensation is following in the footsteps of high-profile names like Matthew McConaughey and Cole Palmer by taking steps to protect his image rights.

If approved by the Intellectual Property Office, the move would prevent brands from using Littler’s face on darts merchandise without permission.

It would also make it illegal to use generative AI to create images that closely resemble the world No.1.

Trademark registration allows individuals or businesses to legally safeguard their brand, ideas, or likeness from unauthorised use.

It also gives them the right to display the registered trademark symbol on products, clearly signalling ownership and warning others against copying.

Palmer has gone even further by trademarking not only his facial image, but also his signature and the phrase “Cold Palmer.”

Littler, who has already secured the rights to his nickname “The Nuke” in the United States, recently signed a huge £20million, 10-year agreement with Target Darts.

The deal reflects his incredible rise in the sport, having already captured multiple PDC TV major titles and earned more than £3million in prize money in just over two years.

Away from the oche, Littler has also begun building a business portfolio.

In July 2025, he launched a property company called D16 Property Group Ltd — a nod to the double 16 finish that sealed his PDC World Darts Championship triumph over Michael van Gerwen.

The young star is also exploring other ventures, including plans to invest in a fitness-focused brand as he looks to grow his wealth beyond darts.

Littler’s success has continued on the big stage too, as he secured back-to-back world titles, thrashing Gian van Veen 7-1 in the most recent final.