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Teen darts sensation Luke Littler has utilized to trademark his nickname of ‘The Nuke’ so he can apply it to a spread of licensed merchandise – together with perfumes.
The 17-year-old, who rose to world fame after reaching the ultimate of the 2024 PDC World Darts Championship (WDC), has filed an software with the UK’s Mental Property Workplace (IPO) to guard his private model from imitators.
Studies recommend the applying would cowl all kinds of merchandise together with magnificence merchandise resembling cologne, cleaning soap and deodorant.
However Littler, who already sells his personal formally licensed darts, stems and flights in addition to darts shirts, additionally desires to flog on a regular basis clothes resembling t-shirts, pyjamas and even ‘Nuke’ slippers.
The applying was submitted to the IPO by Gravity Manufacturers Ltd, a Harlow-based agency run by businessman Garry Plummer, who additionally chairs darts agency Goal Darts, answerable for Littler’s official vary of darts.
Luke Littler has filed an software with the UK’s Mental Property Workplace to guard his ‘The Nuke’ nickname after his storming World Darts Championship run (above)
Littler gained legions of adoring followers in the course of the championship together with his down-to-earth persona and love of kebabs
He already sells a spread of formally licensed merchandise together with darts produced by Goal Darts – whose chairman additionally runs the agency behind his IPO software
Goal has since expanded its vary of Luke Littler merchandise to incorporate an official reproduction of his aggressive darts shirt (above) in addition to dart wallets
Littler has additionally secured a profitable tie-up take care of vogue model boohooMAN, who at the moment are one in all his shirt sponsors
However humble Littler continues to assist his smaller, native sponsors too – together with his native Skoda dealership in Warrington (on his shirt, above)
Its bid to guard Littler’s model identify from knock-off retailers, first reported in The Solar, comes after specialists predicted that the younger celebrity might make as a lot as £40million over the course of his profession with a flurry of sponsorship offers.
He had made the grand complete of £2,500 enjoying darts professionally earlier than qualifying for the WDC – the place he walked away with the runner-up prize of £200,000 after shedding to 28-year-old Luke Humphries after a seemingly unstoppable run to the ultimate.
His efficiency, coupled together with his down-to-earth, kebab-munching persona gained him hundreds of thousands of adoring followers in a single day – together with darts aces resembling Stephen Bunting and even prime minister Rishi Sunak.
Neil Hopkins, of ad company M&C Saatchi, stated earlier this 12 months that Littler might seemingly command six-figure sums for any sponsorship offers with a purpose to preserve his financial institution stability wholesome.
And sports activities advertising and marketing guide Daniel Tunna stated: ‘Luke is a generational darts expertise and he’s already achieved outstanding issues.
‘If he’s on the summit of the darts world for 20 years, he might be effectively on the way in which to amassing a £40million fortune.
‘Littler’s expertise, mixed with sensible administration, and continued high-level efficiency, have the potential to make him the highest-earning darts participant on the planet.’
Shortly after his record-breaking WDC run, Littler arrange a brand new firm, Luke Littler Darts, to deal with his business {and professional} revenue.
He has since acquired a serious new sponsor within the type of vogue model boohooMAN.
Goal Darts has additionally expanded the vary of licensed Littler merchandise it sells – together with darts wallets and brass darts for inexperienced persons.
Regardless of his new business trappings, Littler nonetheless stays humble if one other of his sponsors is something to go by: at this week’s Premier League Darts event in Brighton, his shirt continued to bear the emblem of his native Skoda vendor in Warrington.
Littler bowed out of the Premier League event on evening six on the semi-final levels, earlier than his WDC rival Humphries took the crown; however he has since claimed a dramatic win on his European Tour Darts debut in opposition to Jose de Sousa.
Final month, he shocked followers by saying he was giving up late evening quick meals – and will down instruments on the age of 27 ‘if I’ve had sufficient’.
