Luke Littler has applied to trademark his own face.
The darts sensation has made the move to prevent AI products using his likeness without his permission.
Littler, 19, submitted an application to the Intellectual Property Office, with the move aimed at stopping any unauthorised use of his face and protecting against any copyright breaches.
He has previously trademarked his “the Nuke” nickname in the United States as part of an effort to protect his growing brand.
In the past two years he has won back-to-back world championships and become the most marketable figure in darts.
His face is already used across a range of merchandise, including dart boards, computer games and food products.
And his star continues to rise as he won the night seven of the Premier League in Dublin on Thursday.
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Littler admitted he is “still learning not to react to the fans” after silencing those booing him with an astonishing comeback in the final.
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While the biggest jeers of the night were reserved for Northern Ireland’s Josh Rock, whose every throw was booed as his miserable Premier League form continued, Littler also drew the ire of the crowd.
But Littler, who hit out at hecklers following a win over Rob Cross at the PDC World Championship in December, had the last laugh after coming from 5-0 down in the final to beat Welshman Gerwyn Price 6-5.
After avoiding a whitewash, Littler celebrated sarcastically and then when trailing 5-1 waved goodbye only for Price to miss three match darts before the teenager produced a remarkable turnaround.
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“I’ve definitely learnt a lot, especially with the fans,” he told a news 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.”
