DARTS superstar Luke Littler has been rewarded for his stunning success with a new £200,000 deal with fashion giant Boohoo.
The 18-year-old became the sport’s youngest world champion in January to cap his rapid rise to the top.
He had been signed up by the Manchester firm last year after causing a sensation by reaching the 2024 PDC World Dart Championship final as a qualifier.
But “the Nuke” has now been given a pay rise as part of a fresh rolling one-year deal to continue fronting its menswear.
Luke said: “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 that connects with both darts fans and fashion enthusiasts. The best is yet to come.”
The latest contract takes his worth to an estimated £2million.
There had been eyebrows raised last year when he was first been announced as an ambassador.
Model Arabella Chi, I’m A Celeb’s Maura Higgins, singer Nicole Scherzinger and England footballer Jack Grealish are among the stars the brand has worked with.
But a source said last night the firm believed Luke was an inspiring figure to people.
They said: “Luke may not have the six pack, but he’s got the cheeky happy charm and likability factor that money can’t buy.
“This is worth any number of chiselled abdominals.
“Young men like him and want to emulate him, and darts is an inclusive sport which transcends class and demographic.
“He has ginormous cultural appeal and young lads especially want to tap into this appeal.”
Boohoo, founded in 2006, has gone on to become Britain’s biggest growing fast-fashion empire, with yearly sales in excess of £1.4billion.
