Luke Littler has followed in the footsteps of male sport stars such as Floyd Mayweather and Dele Alli in signing a lucrative deal with men's brand BoohooMAN.
The Manchester-based retailer have collaborated with a number of male celebrities over the years.
Alli teamed up with the brand to release a collection of mens clothes back in 2018.
Boxing legend Mayweather also attended a photo shoot with BoohooMAN four years ago to help promote their 'Man Gold' range.
Luke Littler has become a representative for BoohooMAN
PA
Other celebrities such as rappers Tyga and French Montana have also collaborated with the men's brand over the years.
Now Littler has joined the retailer as a representative to cash in on his new-found fame.
BoohooMAN announced the news on social media this week, writing: "It's Official: boohooMan x @ lukethenuke180'.
"Welcome to the MAN family! We're excited for the year ahead.
"It's been reported that supporters of the teenage darts star will soon be able to buy his trademark purple shirt on the site.
The jersey will retail for £49.95 with first shipments coming in the next few weeks.
At just 17 years of age, Littler is too young to advertise the Premier League's betting sponsor, BetMGM.
He opted to advertise the Motor Neurone Disease Association to help raise awareness of the disease.
Littler explained his choice was motivated by the experiences of former Rugby League star Rob Burrow, who was diagnosed with motor neurone disease in 2019.
"Being a rugby league fan I've seen the amazing fundraising work done for the Motor Neurone Disease Association, particularly by Rob Burrow and Kevin Sinfield in recent years," he said.
"The MND Association are doing so much important work and when I found out that I had a space available to support a charity on my shirt I wanted to back them.
"I can't wait for the Premier League season to start and I'm excited for the weeks ahead."
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IT’S OFFICIAL: boohooMAN x @lukethenuke180 🎯✍️
— boohooMAN (@boohooMAN) February 1, 2024
Welcome to the MAN family! We’re excited for the year ahead!🙌 pic.twitter.com/tbtNcQcl1V
Littler made his Premier League debut this week in Cardiff where he made the semi-final before losing to Michael Smith.
The 2023 world champion was full of praise for Littler after their match, stating Littler was already more popular than darts legend Phil Taylor.
"I actually thought, in the semi-final, Luke Littler was Welsh. It's going to be every week. It doesn't matter where it is," Smith said.
"Everyone's fallen in love with him. He's even bigger than Phil Taylor, who won 16 world titles. Luke is the most popular thing in darts."