Luke Littler has renewed his exclusive partnership with BoohooMAN in a lucrative six-figure deal.
The 18-year-old has experienced a meteoric rise to the top of the darts world since his breakthrough at just 16 years old.
The popular clothing brand has now secured Littler on a long-term contract, which they describe as highlighting "a commitment to authentic collaborations that transcend traditional fashion boundaries."
Littler first made headlines when he reached the final of the Darts World Championship at age 16, where he was defeated by Luke Humphries.
Luke Littler currently leads the way when it comes to Premier League Darts
PA
He went one better in January, triumphing over Michael van Gerwen to claim the biggest prize in the sport.
Following his initial World Championship final appearance, Littler secured a lucrative modelling deal with BoohooMAN.
The young star has also established partnerships with Xbox, KP Nuts, Sidemen cereal and Target darts.
JUST IN:Lewis Hamilton given new nickname after Ferrari star secures pole for Chinese Grand Prix Sprint
Luke Littler has renewed his exclusive partnership with BoohooMAN in a lucrative six-figure deal
Speaking about the partnership, Littler 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 together that connects with both darts fans and fashion enthusiasts. The best is yet to come."
READ MORE: Luke Littler makes feelings clear on darts prize money leak after winning Premier League night seven
Samir Kamani, CEO of BoohooMAN, commented: "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.
"This renewed partnership isn't just about fashion it's about celebrating a genuine cultural phenomenon who continues to inspire a new generation."
LATEST SPORTS NEWS:
The collaboration will feature exclusive photoshoots, dedicated content creation, and innovative social media campaigns.
These initiatives are designed to resonate with fans across both fashion and sports communities.
Meanwhile, Littler continued his impressive form on Thursday, beating Michael van Gerwen to win night seven of the Premier League.
Luke Littler beat Michael van Gerwen to win night seven of the Premier League on Thursday as he looks to win the title for the second year in a row
PA
After the victory, he said: "I just want to get to the O2 [for May's play-offs] as quick as possible."
"I have put myself in a really good position and I do want to finish No 1," Littler added, reflecting on his Premier League ambitions.
The young star expressed satisfaction with his performance, saying: "I was happy with my doubles tonight but there is plenty more to come."
