Luke Littler causes headache for sponsors as World Championship celebrations toned down
Luke Littler is eyeing glory at the World Darts Championship but as a result of the 16-year-old’s involvement, main sponsor Paddy Power will tone down their celebrations
Luke Littler’s appearance in the World Darts Championship final will see main sponsor Paddy Power tone down their celebrations.
The teenager is eyeing history when he takes to the oche on Wednesday night, aiming to become the youngest ever winner of the tournament. Paddy Power has excelled in promoting a tournament that has captured the nation, largely because of the narrative surrounding Littler.
The 16-year-old, however, has been unable to wear a shirt featuring the bookmaker’s logo, unlike many of his rivals, due to restrictions around his age. Paddy Power has taken that into account and will tone down their celebrations, regardless of what happens in the final, reports SportsLens.
They will have no representatives on stage to hand over prizes, regardless of whether or not Littler wins the title. The trophy will also not feature any Paddy Power logos and any winning cheques will be handed over by a member of the PDC.
Paddy Power also have to refrain from posting any imagery or video content of Littler due to regulatory rules. The 16-year-old, who saw off Rob Cross in the last four, admits he only wanted to win one game at the Championship but has now claimed six scalps, which include some notable names.
Heading into the final, despite many tipping the teenager for glory, Littler sees Wednesday night’s showpiece as a “free hit” and believes the pressure is off. He said: “It’s just unbelievable. Unbelievable to even think I’m in the final. I wanted to just win a game and come back after Christmas and I’m still standing.
“I have nothing to lose going into this World Championship. For me, it’s just a free hit. Nothing is pressed upon. Since this is my first visit, and I want to stay, I just go with the flow and play the game as it comes.”
Littler has shattered the record formerly held by Kirk Shepherd, the youngest World Championship finalist in 2008 at the age of 21 years and 88 days. Along the way, the teenager has defeated four players rated in the top 30, including Raymond van Barneveld, the five-time champion and boyhood idol.
Humphries knows how difficult the challenge ahead of him will be, and he believes he must provide his finest performance to yet. He declared, “Nothing is going to faze him.” “He won’t be phased at all tomorrow if he plays like he did today, so I’ll probably have to play the game of my life. I am aware of the work at hand and what is in front of me. Tomorrow, I have to play at my best, but I also aim to force him to play at his best so that we can perhaps offer the spectators one of the greatest world finals they have ever witnessed.”
In order to go to the PDC World Darts Championship final, Luke Littler won over the hearts of the British people. He will now aim to challenge world champion Luke Humphries all the way. You can watch every moment of what promises to be a momentous evening at Alexandra Palace live on Sky Sports.
