Luke Littler seeks trademark for his likeness

Two-time world champion Luke Littler has applied to register his likeness as a trademark with the Intellectual Property Office to stop his face being used in advertisements created with artificial intelligence or image editing without his consent.

The move would also aim to prevent counterfeit products that misuse his image and infringe copyright.

Littler, 19, previously registered his nickname "The Nuke" as a trademark in the US and signed what has been described as the biggest deal in darts history with equipment supplier Target Darts shortly after his second world title; the ten-year agreement is around £20 million and includes fixed payments, performance-related bonuses and revenue shares.

He also endorses video games, fast-food chains and bagged nut snacks, is managed by Gary Plummer, and has already passed the three-million-euro mark in the Order of Merit over the past two years. He recently secured his second Premier League win of the season after a spectacular comeback.

United States

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