18-year-old darts phenomenon Luke Littler is continuing to build his sponsorship portfolio, this time signing an agreement to become a partner with BoohooMAN.
The UK fashion retailer reportedly agreed a six-figure deal with Littler to become one of its brand representatives and models. He will take part in photoshoots, social media and digital content and campaigns on BoohooMAN’s channels.
Littler and BoohooMAN will collaborate on curating engaging content tailored to the company’s younger male audience that “ transcend traditional fashion boundaries”.
“Continuing with BoohooMAN feels like a natural fit for me,” said Littler.
“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.”
Littler first worked with BoohooMAN in February 2024 off the back of his meteoric rise throughout the 2024 World Darts Championships, where he reached the final at just 16-years-old.
His rise as the face of darts was cemented this year when he beat Michael Van Gerwen in the 2025 World Darts Championships Final last January, winning his first world championship. Littler has also won the Premier League Darts Championship, Grand Slam Championship and World Series Finals over the past year.
With his success, Littler has amassed worldwide fame which in turn, resulted in interest from various companies. The reigning darts world champion has signed previous sponsorship deals with the likes of Xbox, KP Nuts and YouTube content group The Sidemen.
These deals were backed by Target Darts, another Littler sponsored partner and darts management company.
Before the 2025 World Darts Championship in December, Insider Sport gained exclusive insight from Target Darts Managing Director James Tattersall, who revealed how the firm recognised Littler’s undeniable star potential at just the age of 12.
