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Luke Littler has made an application with the Intellectual Property Office to trademark his face. It is understood the application will prevent fake products powered by AI using his picture without permission and breaking copyright laws.
The teenager, who has won back-to-back World Darts Championship titles, is highly marketable and his face appears on a wide variety of branded products, from his own dart board to video games and bags of nuts. Littler has already trademarked his “the Nuke” nickname in the US.
The 19-year-old won the night seven of the Premier League in Dublin on Thursday and admitted he is “still learning not to react to the fans” after silencing some boos with an astonishing comeback in the final.
Littler, who hit out at hecklers following a win over Rob Cross at the PDC world championship in December, came from 5-0 down in the final to beat the Welshman Gerwyn Price 6-5.
After winning his first leg to avoid a whitewash, Littler celebrated sarcastically and then when trailing 5-1 waved goodbye, only for Price to miss three match darts before the world champion produced a remarkable turnaround.
“I’ve definitely learnt a lot, especially with the fans,” the teenager told a press conference. “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.”
