- Luke Littler is the face of the new breakfast cereal brand BEST, which was launched on Wednesday
- The teenage darts sensation appears in the brand’s advertisement
- Littler has become a household name after his meteoric rise
Darts sensation Luke Littler was open about celebrating wins with kebabs and pizzas but has become the face of the new BEST cereal.
The 17-year-old shot to fame with a fairytale run at Alexandra Palace over the past four weeks before losing 7-4 to world champion Luke Humphries in the final.
The Warrington-born teenager went from 66-1 outsider at the start of the tournament to a national sensation in less than a month after becoming the youngest player ever to reach the final of the World Darts Championship.
And he’s now expanded into the world of sponsorship, teaming up with YouTubers Sidemen to be the testimonial for BEST’s new breakfast meal.
The teenager, who has won the Bahrain Masters, a Players Championship title and reached a weekly Premier League final since joining the Ally Pally, stars in the advert released on Wednesday.
Luke Littler is the face of new breakfast cereal brand BEST, which launched in Tesco on Wednesday
The teenager stars in the ad, in which he eats a bowl of cereal
Littler then proceeds to hit the bullseye three times without looking at the board
In the video, Littler sits on a couch and eats a bowl of cereal on his couch while watching a video on his phone with a dartboard on the wall on the other side of the room.
As he finishes eating, the teen grabs three darts from the tables in front of him and proceeds to hit three bulls-eyes without even looking at the dartboard.
The camera then pans back to Littler, who nods knowingly, before tucking into his bowl of cereal again.
According to the company’s official websites, BEST has partnered with Magic Breakfast “to donate BEST Cereal to young people who need it at school.”
The brand is currently available in Choco Crunch and Caramel Gold flavors and launched in Tesco on Wednesday, but there are plans to distribute it to other supermarket chains later this year.
Littler’s latest business partnership could hardly have been better timed as he admitted last week that he felt ill after skipping breakfast ahead of the Round of 16 of the UK Open.
The 17-year-old claimed victories over both Martin Schindler and Dave Chisnall at the Butlins Minehead event, despite trailing in the early stages of both meetings.
Littler has become a household name since finishing second at the World Darts Championship
After the win, Littler said missing breakfast had an effect on his performance and he felt ill before noon.
“If everyone didn’t know it before, they’ll know it now: I’m not a morning person,” he said.
‘I think I play better at night. I struggled earlier, but managed to cross the line against Martin Schindler. After that match I chilled out and had something to eat.’
In the wake of his fairytale run at the Ally Pally, Littler has signed a multi-year contract with darts sponsors Target, believed to be one of the biggest deals in the sport, and has become an ambassador for clothing giant boohooMAN.