Just a day after making headlines for signing one of the most lucrative deals ever seen for a teenage sportsman, Luke Littler returned to a more humble task: selling football trading cards from his home.
The images he shared on Instagram showed him surrounded by padded envelopes, the chaos of a teenager at work on his side hustle.
Selling Cards While Earning Millions
Under the username lukethenuke180, Littler listed cards ranging from £4 for Brighton’s Lewis Dunk to £74.33 for an autographed Matheus Cunha.
In total, transactions over the past two weeks added up to £411.72—a drop in the ocean compared to the £1 million he won for his second world darts title earlier in January or the staggering £20 million, 10-year sponsorship deal he signed with darts manufacturer Target.
It’s a scene that might seem surreal: one of the most sought-after figures in darts, selling £4 trading cards from his living room. Yet, there’s a method to the madness.
Barry Hearn, Littler’s promoter, compared him to snooker legend Steve Davis, who once flipped cheap records as a hobby, saying: “It’s not monetary.
It’s about being in love with something, with what you do, your hobbies. With Luke, it’s just him, isn’t it?”
The Littler Phenomenon
Littler’s meteoric rise has captured the imagination of the sports world.
At 18, he’s already a ten-time Professional Darts Corporation (PDC) title winner, with £3.3 million in prize money, and has even bought his parents a £1 million house.
Yet his approach to life is surprisingly ordinary.
He plays video games until 2 a.m., limits practice sessions to 25 minutes, and barely knows certain tennis stars.
He credits his skill to instinct: when he throws a dart, it usually goes where he’s aiming.
Boosting Darts’ Popularity and Finances
Littler isn’t just winning titles; he’s transforming the sport itself.
Television audiences have surged, sponsorships have multiplied, and player earnings have increased dramatically.
The recent Matchroom-Sky Sports broadcast deal, reportedly worth £125 million over five years, was reportedly secured in part thanks to Littler’s star power.
Barry Hearn describes it as the “Littler effect”: when Littler wins, everyone benefits—from the sport’s profile to prize money and merchandise sales.
Expanding Globally
The Littler influence isn’t limited to the UK.
Hearn points to growing markets in China, the United States, and the Middle East.
The upcoming Saudi Arabia Darts Masters will feature a $200,000 prize for a perfect nine-darter, and Littler’s name is already front and centre in promotion.
Hearn believes darts is on track to rival golf in global appeal, and Littler is at the heart of that surge.
Staying Grounded Amid Pressure
Despite his astronomical success, Littler remains down-to-earth.
Hearn notes that he still prefers kebabs to fine dining and hasn’t let fame change him—yet.
The key challenge will be managing the immense expectations and pressures of being a teenage superstar in a rapidly growing sport.
Littler recently changed managers, parting ways amicably with Martin Foulds to work with Garry Plummer, chairman of Target, who has a vested interest in the young star’s continued success.
Business Ventures Beyond the Board
Beyond darts, Littler now holds three directorships, including a merchandise company and property ventures.
Target has doubled its turnover thanks to Littler-branded products, moving beyond hardcore darts fans to a broader demographic, including toy shops.
He’s become a brand, a sporting phenomenon, and a cultural touchstone—all before his 19th birthday.
The Balance of Talent and Pressure
Littler’s journey is a delicate balancing act: a normal teenager navigating extraordinary success.
The hope, according to Hearn and others, is that he can maintain focus on the sport and avoid letting fame, money, and commercial obligations disrupt the magic that has propelled him to the very top.
For now, Littler remains the perfect mix of gifted athlete and relatable teen, and the sporting world watches in awe as he continues to shape darts’ modern era.
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