Darts sensation Luke Littler is now starring in cereal adverts for the Sidemen’s new breakfast brand

He's living the actual dream, isn't he?

Danny Jones Danny Jones - 6th March 2024

Teenage darting sensation Luke Littler’s career just keeps getting more and more interesting before it’s barely even started as the youngster is now starring in cereal adverts. As you do.

Still just 17, the Warrington-born darts player has become every’s favourite new sporting personality, setting the 2024 World Darts Championships alight on his debut and adding a first senior trophy at the Bahrain Masters to his two PDC Youth titles as he made the step-up to the big time.

Most young talents have to develop some cachet and wait a few years before they start scoring brand deals but since virtually everyone in the country and sports fans around the world have fallen in love with Luke ‘The Nuke’ Littler, those rules don’t seem to apply here.

For his first foray not only into ads but also a bit of acting, the local lad has been chosen by the Sidemen YouTube group to be the face of their new breakfast cereal brand simply called, ‘BEST’. See what they did there?

The pun was right there and waiting.

Flawless and understated acting by the way — 10/10, no notes whatsoever.


Yes, following in the footsteps of everyone from David Beckham, Jessica Ennis-Hill Gary Lineker and perhaps most similarly in this case, Michael Jordan, Littler has joined the list of countless sports stars who have lent their face to a big brand name.

The only difference is he’s done it before the ink on his GCSE papers has barely even dried yet.


As for BEST cereal itself, it’s the latest business venture from the group of YouTubers, social media stars and influencers who recently opened up their first chicken shop in Manchester over in the Arndale late last year.

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The breakfast cereal officially launched on Wednesday, 6 March and has already been spotted in Tesco stores, which have partnered as the brand’s lead retailer for now.

Now, while we can’t yet vouch for how it tastes and whether it’s any good, we’ve got a lot of love for them bigging up the hottest prospect in darts in such a laid-back, amusing and clever little ad.


Given the clamour we’ve previously seen from people hunting down Sidemen co-founder KSI’s other food and drink brand, Prime, we’re reluctantly bracing for a similar frenzy from fans and all we’ll say is eating makes us as good at darts as he is, we’ll give it a go.

Pass me a bowl and let me smash a nine-darter against van Gerwen at the Ally Pally, no problem.

17 now, but you get the gist.

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Featured Images — BEST Breakfast/Sidemen (via X)