Bulls-Eye: Why Darts Is More Than Just a Pub Game

George Achebe on Luke Littler and the new career world of the oche

When 16-year-old Luke Littler marched onto the stage at the Alexandra Palace in December 2023, there was something electric in the air—something the sport of darts hadn’t felt in decades. By the time the final whistle blew in the World Championship, Littler had become more than a headline. He was a phenomenon.

Wielding a composure far beyond his years and a throw that barely wobbled under pressure, Littler stunned seasoned pros and captured the public imagination. But what made the story truly remarkable wasn’t just the stats or the spectacle. It was what he represented: the changing face of darts—and the growing recognition that the sport is no longer a sideshow. It’s a career.

Darts has long been underestimated. Dismissed as a pub pastime or a post-work indulgence, it now commands stadium audiences, global broadcasting deals, and seven-figure sponsorships. The rise of Littler is only the latest proof that darts, like boxing before it, has evolved into a serious economic engine—and a legitimate route to purpose and prosperity.

Precision and Paydays

The numbers tell a clear story. The Professional Darts Corporation (PDC) has transformed the game over the past 25 years into a global entertainment product, with the World Darts Championship alone drawing more than 3 million UK viewers annually and millions more internationally.

Prize money has ballooned. The winner of the 2024 World Championship walked away with £500,000—more than the Wimbledon women’s singles finalist. Littler, despite falling just short, turned professional and soon racked up multiple six-figure cheques before even turning 17.

With televised events spanning Europe, the Middle East, and Asia, and brands eager to tap into darts’ cross-generational appeal, the sport has become fertile ground for ambitious young athletes—and for the many roles that support them: coaches, managers, physiotherapists, data analysts, media producers, graphic designers, and social media teams.

The Oche Ecosystem

For every Littler or Van Gerwen, there are dozens of professionals behind the scenes. Marketing agencies now tailor entire campaigns around darts stars. Analysts crunch statistics on accuracy under pressure. Venues employ thousands on logistics and event production. Even hotels and pubs feel the ripple—every major tournament boosts local economies.

Then there’s the rise of streaming and YouTube coverage. Highlight reels, training videos, and livestreamed qualifiers have broadened access and interest. For young players, this means more exposure. For creators and analysts, it means jobs.

In short: darts is no longer about what happens in the pub—it’s about what happens across an entire economy.

Littlermania and the TikTok Era

What made Littler so special wasn’t just his skill, though that was prodigious. It was his story. A teenager with a PlayStation username, wearing a grin and firing in 180s like it was nothing, upending the established order and speaking afterwards with calm self-assurance.

The public couldn’t get enough. Littler went viral. TikTok edits, interviews, memes. He was relatable—young, grounded, effortlessly talented. His rise didn’t just revive interest in darts. It brought new audiences in: teenagers who had never watched a match. Parents who saw in him a new kind of role model.

Sponsors followed. Interviews piled up. Suddenly, darts had its first Gen Z superstar—and with it, the sense that a new career pipeline was opening.

Because here’s the thing: Luke Littler didn’t just show that a 16-year-old could make a run at the world title. He showed that if you’re disciplined, presentable, and digitally literate, darts can be a job. And not just for the player, but for an entire team.

Past the Pub

Historically, darts has been a working-class sport. It required no expensive gear, no academies, no elite club membership. Just a board, some arrows, and time. It’s still that, but it’s also now something more—a passport out of the everyday for those who can master its unique pressure.

The path from pub to profession has been formalised. There are academies. Youth development programs. Mentorship schemes like those run by the Junior Darts Corporation. These create ladders for kids—many from disadvantaged backgrounds—to develop not just technique but self-confidence, routine, and purpose.

It’s not hard to draw parallels to boxing. Both offer a chance to carve out identity and career without traditional academic structures. Both attract kids who may not fit the standard mould. Both demand intense psychological stamina, despite the stillness of the form.

And both are now surrounded by career ecosystems far beyond the arena itself.

Not Just the Players

Like boxing, darts is also creating roles for the non-athletes. There are data roles at the PDC, marketing positions at darts equipment companies, commentary gigs on Sky Sports, event planning jobs across Europe. Youth coaches, physios, mental conditioning specialists. One can now be employed by darts without ever throwing a dart.

And then there are the new frontiers. Augmented reality is being trialled to enhance viewer experience. AI is being explored to predict player form. Brands want fresh voices to communicate to younger fans. All of this demands a new kind of talent—not just athletes, but creatives, thinkers, digital strategists.

Littler’s rise has created fresh demand in all these areas. And if you’re a school-leaver today with a sharp mind and creative drive, the darts industry might just be where your skills shine.

Grassroots and Global

While Littler grabs headlines, the real power of darts lies in its grassroots. Community darts leagues across the UK continue to thrive. Local tournaments still fill pubs on weeknights. Initiatives now aim to bring the sport into schools and youth centres—providing structured paths for progression and mentorship.

The sport’s growth isn’t just national, either. Darts is surging in Germany, the Netherlands, and even China. In 2024, Bahrain hosted its first-ever World Series of Darts event. The game once seen as peculiarly British is going global.

With this growth comes opportunity—not just for players, but for those who can support the game’s expansion through infrastructure, education, and communications. It’s employability, not just entertainment.

Lessons from the Line

What Littler has taught us is that success isn’t just about ability. It’s about timing. He arrived at the moment darts was ready to evolve—and helped catalyse that change. But his journey also reveals what’s increasingly true across all professions: the next generation doesn’t just want to play. They want to work smart, build brands, and bring others along with them.

And that’s why darts matters in 2025.

It’s no longer a punchline—it’s a pathway. From schools to stadiums, from bedrooms to boardrooms. It’s not about luck. It’s about focus, practice, opportunity.

And when the arrows fly, it’s no longer just for fun. It’s for the future.