Luke Littler adds to partner roster

Luke Littler has signed a sponsorship agreement with UK fashion retailer BoohooMAN, securing a six-figure partnership that includes brand representation and modelling.

The partnership will see Littler feature in photoshoots, social media content, and digital campaigns across BoohooMAN’s platforms in a collaboration ‘focused on creating content aimed at the retailer’s younger male audience.’

Littler first worked with BoohooMAN in February 2024 following his rapid rise in the 2024 World Darts Championship, where he reached the final at 16 years old.

His profile has since grown significantly, culminating in his victory over Michael van Gerwen in the 2025 World Darts Championship Final in January. Over the past year, he has also won the Premier League Darts, Grand Slam of Darts, and World Series Finals.

His success has led to increased commercial interest, with sponsorship deals previously signed with Xbox, KP Nuts, and YouTube group The Sidemen.

Littler, commented, “Continuing with BoohooMAN feels like a natural fit for me.

“They understood my style from day one and have been incredibly supportive throughout my journey. I’m looking forward to creating something special together that connects with both darts fans and fashion enthusiasts. The best is yet to come.”

BoohooMAN CEO, Samir Kamani, added, “Luke represents exactly what our brand stands for—breaking boundaries, defying expectations, and setting new standards.”

“His journey from teenage talent to world champion perfectly aligns with our brand ethos.”