Eddie Hearn has revealed he wasn't behind Luke Littler's decision to sign a deal with BoohooMAN.
At the start of the month, the 17-year-old was announced as the unlikely new face of the fashion brand.
Littler scooped the deal after his sensational exploits over the last six weeks which have seen him set the world of darts alight.
The teenager reached the final of the World Darts Championship last month, while he's since gone on to claim Bahrain Masters glory and hold his own in the Premier League.
Luke Littler: Eddie Hearn has denied being behind the darts star's deal with BoohooMAN
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With Littler's stock rising, industry insiders have suggested he could soon become a millionaire.
And Hearn has claimed he wasn't behind the BoohooMAN deal but wished Littler luck for the future.
“I wasn't (behind the BoohooMAN deal) but listen, good luck to him," he told the Love the Darts podcast.
“He's making a lot of money on and off the oche.
"It's the first time really that a darts player has signed major sponsorship deals with major brands.
"I mean outside of your PDC partners, outside of your manufacturers and darts companies.
“This guy is now signing major sponsorship deals with huge companies like boohooMAN and that's great for darts as well.
"He's bringing that new audience and that's important to us as well.
"So at the moment the Luke Littler effect, if you like, is great for everybody.
“Not just Luke Littler, not just the PDC, but for the sport, particularly the players as well.
"And long may it continue. You know, it doesn't look like he's going anywhere.”
Littler is next in action against Gerwyn Price in the Premier League on Thursday night.
He will go into that showdown on a low, however, after losing to Polish-Irish bus driver Radek Szaganski on Tuesday night.
Littler has made a solid start to life in the Premier League.
He has amassed five points so far, the same amount as Michael van Gerwen.
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Luke Littler has wowed the world of darts with his outstanding performances over the past few weeks
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And Littler is just two points behind Michael Smith, who currently sits top of the table.
Meanwhile, the teenager recently opened up on his daily routine and admitted he may need to start going to bed earlier in order to maintain his high level.
"I don't know why but I am always up until, like, 2am or 3am on my Xbox," he told the Daily Mail.
"I wake up at 1pm or 2pm and I do the same every day.
"I might need to get into a routine of going to bed at a normal time - I never see the morning.
Luke Littler will face Gerwyn Price in the Premier League on Thursday night
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"I get up, I go on my Xbox.
"When I get bored of that, I go on the practice board, and when I get bored of that, I go back on my Xbox.
"I practice for maybe 20 minutes or half an hour just to keep my arm loose.
"I think a big thing was when we first went into lockdown I was doing four or five hours a day because there was nothing else to do.
"Now maybe it is 20 minutes or half an hour. Because I have my talent I don't really need to do silly hours again. The hard work paid off and I don't need to overdo myself any more."
