Sky Media and Call of Duty have teamed up for the launch of Call of Duty: Black Ops 7, with PDC World Champion, Xbox ambassador and Cheshire darts prodigy Luke Littler.
He stars in a high-energy new campaign that brings the game’s cult character The Replacer into the world of darts.
Created and produced by Sky Media in collaboration with Mediahub WW for Activision, the humorous campaign features Sky Sports’ Emma Paton, Peter Stormare and Wayne Mardle, filmed at Sky’s studios using the same production crew behind live darts coverage.
All three creative executions are now live across Sky Sports’ live, on-demand and digital platforms as well as via the extensive reach of social channels. The campaign culminates during the Grand Slam of Darts tournament.
Karin Seymour, Client and Media Director at Sky Media, added: “This collaboration showcases Sky Media’s ability to combine world-class creative production with our unrivalled voice in sport. The Replacer has a cult following and seeing him enter the world of darts with Luke Littler makes for a brilliantly entertaining campaign that will be sure to connect with audiences.”
Daniel Green, vice president, international marketing at Activision, said: “Working alongside a genuine Call of Duty fan like Luke Littler and bringing that energy to the Sky Sports audience, as well as to darts fans, has allowed us to create a campaign that is both wildly entertaining and true to the spirit of the game. This unique partnership has enabled us to deliver something truly outstanding in celebration of the biggest Black Ops ever.”
Littler is an English professional darts player who competes in Professional Darts Corporation (PDC) events, where he is the reigning PDC world champion and currently ranked world number two. Nicknamed “the Nuke”, he is the youngest world champion in darts history, having won the 2025 World Championship at 17 years and 347 days old. Littler has won six other major televised titles: the Premier League, Grand Slam and World Series Finals in 2024, and the UK Open, World Matchplay and World Grand Prix in 2025. His seven major titles are the joint seventh-most in PDC history. He has won a total of 19 PDC titles in his professional career.
