How Darts Became a Global Phenomenon - Created in collaboration with journalist Rosanna Dodds for Financial Times' HTSI.
Luke Littler — and a touch of business savvy — have helped transform darts from a boozy hobby into a sporting juggernaut.
Not long ago, darts was seen as little more than a beer-soaked pastime. But things have changed. Sharper marketing, big-name sponsors, and a new wave of talent have propelled the sport onto the global stage — complete with packed arenas and lucrative prize pots.
One name in particular has captured attention: Luke Littler. At just 16, the young prodigy stormed onto the scene in late 2023, shocking fans and veterans alike by breezing past darts legends to reach the final of the World Darts Championship — winning over a new generation of fans in the process.
And then, of course, there’s the crowd. Couples, families, women, and kids flood the ornate Victorian setting of Blackpool’s Winter Gardens, arms full of beers and cardboard “180” signs, ready for the roar of the next perfect throw. In the stands: Shreks, monks, and Marios in full fancy dress, all cheering in unison. One newlywed couple proudly announced they’d chosen the darts event as their honeymoon destination.
What was once a humble pub game is now a full-blown cultural event and global enterprise. The sport has tapped into something far larger than anyone predicted: community, celebration, and the electric thrill of a shared spectacle.
