'Luke Littler effect' sees shop trade hit a treble

Owner Ant Aldridge said customers "just love the game"

Business at a West Midlands darts shop has trebled since teenager Luke Littler became a household name, the owner says.

Littler reached this year's final of the PDC World Championship at the age of 16 and is due in Birmingham's Utilita arena on Thursday night for Night 11 of Premier League Darts.

Since Littler burst on to the scene Dartsgear4U in Wednesbury has gone from an average of 30 customers on Saturdays to more than 100.

Owner Ant Aldridge said customers were "buzzing" about the sport. "They just love the game and it's all Luke Littler-related," he said.

Littler, who had been aiming to become darts' youngest ever world champion, was beaten 7-4 by Crewe's Luke Humphries in the final at Alexandra Palace in January.

But the teenager secured his first ranking tournament victory by beating Ryan Searle 8-7 in the Players Championship final in Wigan in February.

Mr Aldridge said he had seen "all sorts of ages" in the store, with "a lot of families, lots of kids coming in, teenagers".

Mr Aldridge said the sport was proving popular with all ages

The shop owner added the sport had always been quite big in the Black Country, with a number of professionals on the circuit, including Jamie Hughes, Scott Baker and Jason Lowe.

He added: "It's buzzing with the leagues, competitions, [it] always has been around the Tipton area."

Asked what events such as Premier League Darts in Birmingham did for darts locally, Mr Aldridge said "it just raises the profile of the game".

"It helps the local businesses. It creates a great atmosphere," he added.

"You'll go to a darts Premier League match and there'll be all ages in there, all people dressing up, fancy dress.

"Some people [will be] going... just for a night out, some people going to watch the darts. It's just got everything for everyone."