Luke Littler, the 19-year-old English darts sensation and two-time world champion, is captivating audiences not just with his on-stage prowess but with a relatable off-stage hobby: collecting and trading football cards. Despite earning millions in prize money and holding lucrative sponsorship deals with boohooMAN and Target Darts, Littler spends his free time selling trading cards of footballers like Bruno Fernandes and Eberechi Eze through his eBay account, with amounts ranging from a few euros to a few hundred pounds. He credits his friend AngryGinge, who won I'm a Celebrity, and platforms like Whatnot for getting him into the hobby, where users bid live on collectibles such as Cristiano Ronaldo cards.
PR expert Rebecca May, founder of RM Publicity, told the Daily Mail that Littler's down-to-earth personality and interests similar to his age group make him hugely popular with a young audience. "Some sports stars can feel untouchable, but with Luke he comes across like someone you’d actually know in real life," she said. This relatability is boosting his commercial appeal, with Littler increasingly mentioned alongside young British sports icons like Jude Bellingham, Emma Raducanu, and Keely Hodgkinson.
May projects that based on his current trajectory, Littler's market value could exceed £50 million over the next 10 years, potentially reaching £90+ million in ideal conditions. She noted he likely remains just behind global-facing icons like Bellingham in international marketability but is ahead of Raducanu and Hodgkinson in deal value and momentum, challenging many global football stars. Littler himself remains level-headed, emphasizing, "I’m just a darts player living his dream," a attitude that experts say makes him an icon who has made darts cool again for a new generation.
