Double world darts champion seeks trademark for ‘Born to Win’
Double world darts champion Luke Littler is seeking to secure exclusive rights to the phrase “Born to Win” through an application to the Intellectual Property Office, reports BritPanorama.
The teenage sensation, known as The Nuke, has adopted the slogan following his remarkable success on the oche. His trademark application, currently under examination, would grant him sole use of the catchphrase for commercial purposes. The 18-year-old intends to use the phrase across merchandise including clothing and darts equipment.
This move represents the latest business venture for Littler, who continues to expand his commercial interests beyond his extraordinary achievements at the board. Alongside his trademark bid, Littler has formalised his sports card trading venture by establishing D10 Card Collective Ltd at Companies House. The company name pays tribute to the double 10 finish commonly used by the teenager to complete a leg of darts.
According to filings submitted to Companies House, the business will operate in the “retail sale of games and toys in specialised stores” and “retail sale of other second-hand goods in stores”. Despite amassing a fortune through his world championship victories, The Nuke maintains an active presence selling sports cards online through eBay as a profitable sideline.
Trading cards featuring Littler are commanding extraordinary prices on the secondary market. A signed 2025 Panini PDC Premier League Winners card is currently listed on eBay for £22,520, described as “numbered 3 of only 3” with an autograph printed directly onto the card. Other premium cards include a 2026 Panini Bullseye edition priced at £10,700 and a PDC Panini Premier League 1/1 Portrait Lightning Parallel Card listed at £11,000.
Littler’s business expansion comes as his overall earnings continue to soar, with career prize money totalling £3 million from major PDC tournaments including the World Championship and World Matchplay. Commercial partnerships have added a further £600,000 to his income, with sponsorship agreements in place with brands such as BoohooMan and Xbox. The combination of tournament winnings and endorsement deals has made the teenager a multi-millionaire, yet he continues to pursue his sports card trading hobby alongside his professional darts career. His new company structure suggests he intends to develop this secondary income stream into a more substantial commercial operation.
As the sport continues to grow, Littler’s ventures symbolize the blending of tradition and modern marketing in darts, highlighting how young talents can leverage their skills into entrepreneurial success.
