The popularity of darts has reached new heights, particularly among younger audiences, thanks in large part to the rise of 17-year-old Luke Littler. Littler made history by becoming the youngest PDC World Champion, surpassing expectations just one year after finishing as the runner-up in his debut tournament at the age of 16.
While Littler’s success is a significant achievement for the sport, his young age presents unique challenges for the gambling industry, especially for operators partnering with darts organizations. With regulations in place that restrict the use of underage athletes in marketing materials, Littler’s involvement in promotional activities becomes a complex issue for gambling sponsors.
Paddy Power, the headline sponsor of the Professional Darts Corporation (PDC), entered into a three-year partnership with the organization ahead of the 2023 tournament, where Littler made his debut. However, his age raises concerns for gambling companies adhering to strict advertising and marketing regulations involving minors.
The challenges extend beyond the betting industry. Littler’s age also affects his ability to engage with certain consumer products—remarkably, he is too young to legally purchase darts in the UK, as they are classified as an age-restricted item for individuals under 18.
As the betting and gaming industry continues to partner with high-profile athletes, navigating compliance with age restrictions and advertising regulations will be critical for ensuring legal and ethical marketing practices.
Richard Moffat, CEO of Leading UK sports betting community OLBG said: “At a time when the popularity of darts has soared to unprecedented heights, Littler being the face of the sport poses a challenge to gambling partners in particular.
“Even though Littler turns 18 on January 21, it’s unlikely to make much difference as the Committee of Advertising Practice (CAP) Code states that no one ‘who is, or seems to be, under the age of 25’ should be featured gambling or playing a significant role in an ad for a gambling product.
“Even if Littler were over 25 – and some would argue he looks it – his appeal to a young demographic would make using his image potentially problematic for gambling partners. The CAP code also states that ads must not include a person ‘who has a strong appeal to those aged under 18’.
“It’s a far from ideal scenario for a headline sponsor but, on the other hand, the elevated status of darts since Littler’s arrival has probably given them more bang for their marketing buck than they could have ever hoped for when originally signing the deal to coincide with his debut tournament.”
