US goes lukewarm for darts biggest star: Luke Littler, 17, fails sell out Madison Square Garden

Darts biggest upcoming star Luke Littler has failed to sell out an iconic New York venue as he plays an event in the US, with more than 600 seats still available to buy.

The 17-year-old was hoping to sell out tonight’s Madison Square Gardens showpiece which has a 5,600 capacity as he plays the US Darts Masters, but it appears American fans have turned lukewarm on the star.

Earlier in the week the players stood outside the venue and threw darts for some promo shots but most people seemingly had no idea who they were.

More than 4,000 tickets have been made available on both Friday and Saturday as the first round got underway this afternoon with eight of the world’s best battling eight North American challengers.

But with hundreds of seats still available to buy, even Littler admitted: ‘I’ve been noticed (here), but only by UK people.’

His plan to break into America has had a slow start in comparison to his performances at the Alexandra Palace where tickets to see the darts sell out months before.

Ally Pally has hosted the premier tournament since 2008 and is considered the home of the sport, but the 3,200-capacity venue is limited and tickets sell out in July before even hitting general sale.

The half-hearted American response to the British star comes despite an all-out media blitz by Littler and his team in the lead-up to the MSG performance.

He appeared in-studio on Ariel Helwani’s The MMA Hour podcast, had a stint on CNN, a photo shoot with Flaunt Magazine, followed by a news conference at MSG.

Littler then made a visit to Bleacher Report’s midtown offices before appearing on Barstool and WWE yesterday. 

Meanwhile the down to earth star has been enjoying the life of a tourist in New York before following in the footsteps of some of his sporting heroes Conor McGregor and Anthony Joshua before playing at MSG.

Littler, fresh from winning the Premier League in London last week, has been sightseeing with his girlfriend Eloise Milburn, 21, and parents Lisa and Anthony.

His family went on an open top bus tour around the Big Apple together and also took a Liberty Cruise to see the sights of New York Harbor and the Statue of Liberty.

And Littler was seen on a Big Bus Tour with fellow darts players Luke Humphries and Peter Wright, posing at the back of the top deck for a photo posted on Instagram.

The teen’s visit to Manhattan comes as darts promoters try to build momentum and excitement in the US surrounding the darts prodigy and the growth of the sport. 

The muted response to Littler’s arrival in the US stands in contrast to the attention he received in the UK when he burst onto the nation’s screens in January when he narrowly lost the World Darts Championship.

Despite his 7-4 loss to Luke Humphries in an exhilarating final at Alexandra Palace, Littler became a household name due to his young age, his down-to-earth nature and his love of donor kebabs. 

Matchroom president Barry Hearn said the Darts World Championship’s future at Alexandra Palace is even ‘under discussion’ because of the ‘Littler effect’ on the sport causing the demand for tickets to continue to surge. 

Mr Hearn, who is facing a similar dilemma in snooker with the Crucible, is considering extending the size of the tournament, but insists the Professional Darts Corporation is keeping its options open.

‘Do we need to move to a bigger venue? The bigger hall at Ally Pally needs a lot of work done to it but it could handle 6,000 people per session,’ Hearn said.

‘So there is the potential. But the other side of it is the game of darts around the world is getting so huge I actually need to make the World Championship longer.

‘If I have got eight extra sessions I have got 25,000 more tickets to sell. But inevitably in the end we are going to be looking at what we are going to do.

‘It is one step at a time, I am not a gambler, but sometimes you get a curveball like Luke Littler and you have to rethink your strategy.

‘We reckon we could sell 250,000 tickets for the World Championship and they wouldn’t fit in the Ally Pally.

‘It’s one step at a time, we are looking at the big hall but it needs a lot of work done. We are keeping our options open because we have learned with Luke Littler that you sometimes can’t see what is coming.

‘It’s under discussion with everybody.’

Littler has already transcended the sport, appearing on Saturday night chat shows and high-profile podcasts while also presenting a Brit Award.

Hearn is confident Littler can take darts to ‘another level in the stratosphere’.

‘This is going to a level we have not come across before,’ he added.

‘Darts is a massive business, but we have gone to another level in the stratosphere. It’s not a massive surprise but it’s the best 2024 present I could have asked for.

‘I have had broadcasters around the world queuing up, sponsors wanting to see what’s available, reports from future events selling out.

‘Rather than it peter out, it is gaining momentum. I call it now the Luke Littler effect, the gift that keeps on giving.

‘I would compare him to the British version of Tiger Woods. He has his feet on the ground and doesn’t seem to get phased, for a 17-year-old that is just amazing. I just think that darts hasn’t even started in where it is going to go globally.

‘I have been in this business for 50 years and I have never seen anything like this in any sport, it’s as simple as that.’

Meanwhile it was also a memorable trip to the US for Littler’s darts rival Luke Humphries who got engaged to his partner Kayley Jones in a ‘perfect moment’ at The Edge sky deck yesterday.

As for Littler, he is the star of the show at the US Darts Masters in New York – and, as a big boxing and UFC fan, he is thrilled to be playing at Madison Square Garden.

After announcing his arrival with a record-breaking run to the World Championship final at Christmas, Littler followed it up by winning the Premier League last week and is now one of the most famous sports stars in the UK.

‘So many athletes and superstars have performed there and now we’re going to be there. I can’t wait, it’s so exciting,’ said Littler.

‘We just keep going on this rollercoaster journey. We keep travelling to these amazing places like New York and I’m just enjoying the ride at the moment.

‘Darts has gone worldwide. I know the US Masters has been going for quite a few years now and it’s just good to increase the popularity of the sport in the States.’

Littler’s victory in the Premier League at The O2 in London last week saw him become the youngest ever PDC major champion and he is ready to achieve much more.

‘I know there’s still a lot of darts to be played in my career, but I’m just enjoying the experience right now,’ added Littler, who plays Matt Campbell in today’s first round.

‘I’m just taking everything in my stride – from the World Championship to Bahrain, to the European Tour and now the Premier League, I’m just a 17-year-old boy who is enjoying his darts!

‘Maybe in a few years time I’ll look back and see what I achieved as a teenager, but at the minute I’m just focused on what’s ahead.

‘I would love to win everything. That’s probably my goal, to win every major competition in the PDC and then potentially build on that.’

Under normal circumstances world champion and world number one Humphries would be the star attraction.

Humphries, who lost to Littler in the Premier League final last week, is keen to get back in the winners’ circle.

‘This is a tournament I would love to win,’ he said, having been drawn against Canadian player David Cameron in the opening round.

‘Madison Square Garden is such an iconic venue, so it would be really special to add this title to my mantelpiece.

‘We have a lot to play for over the next two to three months so I want to get back to winning ways and this is the title out of all the World Series events that I’d love to lift.’

Defending champion Michael Van Gerwen plays Danny Lauby, while Michael Smith takes on namesake Jeff and Nathan Aspinall is drawn against Stowe Buntz.

Rob Cross, Peter Wright and Gerwyn Price are also in action.