Darts sensation Luke Littler is taking steps to protect his burgeoning brand, applying to trademark his face with the Intellectual Property Office.
The move is understood to be a pre-emptive measure against the unauthorised use of his image, particularly in the age of AI-generated content, safeguarding against potential copyright infringements.
The 19-year-old, who has rapidly become one of the sport's most marketable figures, already sees his likeness adorning a diverse range of products, from bespoke dartboards to video games and snack bags.
This latest application follows his earlier success in trademarking his popular moniker, "the Nuke”, in the United States.
Littler's commercial foresight comes as his on-stage dominance continues, most recently demonstrated by his victory in night seven of the Premier League in Dublin on Thursday.
The evening was not without its drama, as Littler admitted he is "still learning not to react to the fans" after a remarkable comeback in the final. While Northern Ireland’s Josh Rock bore the brunt of the crowd’s jeers, Littler also faced some heckling.
However, mirroring his response to critics at the PDC World Championship in December, Littler had the last laugh, overturning a 5-0 deficit against Welshman Gerwyn Price to clinch a 6-5 victory.
His dramatic turnaround saw him celebrate sarcastically after avoiding a whitewash, and then, trailing 5-1, he waved goodbye – only for Price to miss three crucial match darts, paving the way for Littler’s improbable recovery.
Reflecting on the experience, the teenager told a press conference: "I’ve definitely learnt a lot, especially with the fans. In the first game against (Stephen) Bunting I didn’t give anything to the fans, I didn’t give any reaction and got the job done.
“It was the same in the final when I was 5-0 down, everyone doubted me, I definitely doubted myself but I had a little laugh and a joke. I was just having a bit of fun because I knew I was beaten.
“I’m still learning not to react to the fans. I didn’t do much then, only for the first leg, and then I can build on it. It is what it is, people want to see new winners but I’ve won again."
Price’s missed opportunities extended beyond the match darts, as he also failed to convert doubles when leading 5-3 and 5-4, ultimately succumbing to Littler in a last-leg decider.
Earlier in the semi-final, Littler had also staged a comeback, recovering from 5-3 down to defeat Dutchman Michael Van Gerwen in a thrilling encounter.
When asked about his thoughts while trailing 5-0 to Price, Littler candidly revealed: "I’m out the game, I’m gone. Hit the first leg, give it a bit to the fans, I think they wanted a 6-0 and Gez definitely would have wanted a 6-0.
“Then Gez set up a tops, I hit a 180 and waved the fans ‘goodbye’ because in my head I’m done – when Gezzy is sat on tops, he doesn’t usually miss. From then, I just lost track and don’t remember much."
The night also saw Josh Rock suffer a 6-0 defeat to Price, leaving the Premier League debutant without a win after seven nights, despite hitting a nine-darter three weeks prior.
Littler offered his support, adding: "It’s not going to plan with Josh but he definitely deserves to be here. Hopefully Josh can get a grip off the format and the Premier League very soon."
Man United stand firm on Marcus Rashford to Barcelona permanent transfer stance
Luke Littler speaks out on dealing with Dublin boo-boys after stunning comeback win
Is Bournemouth vs Man United on TV? Channel, kick-off time and how to watch
Premier League darts star hospitalised with kidney stones
Jonny Clayton reveals health battle after dominating Premier League
Jonny Clayton overcomes gout to win Premier League night six in Nottingham
