He may have just missed out on the top prize, but Luke Littler has made life-changing amounts of money most 16 year olds can only dream of, bursting on to the biggest stage in darts at the PDC World Darts Championship. While the money in darts is not as lucrative as in other individual sports such as golf or tennis, the potential earnings for Littler are "huge", according to sponsorship and marketing consultant Nigel Currie. Mr Currie told the BBC that Littler's social media following was a "key thing in the modern age" in securing big sponsorship deals with brands wanting to advertise their products through his accounts. The sponsorship consultant made comparisons between Littler captivating fans to the time Emma Raducanu won the US Open in tennis back in 2021. After an earlier win in the tournament, Littler celebrated by treating himself to "a kebab and a can of Tango". He has since been offered free kebabs for life by one London kebab house. "People are just looking to get that teenage market because it's quite hard to get at that market without going down the footballing root and that tends to be quite expensive."
