Stephen Bunting, a prominent figure in the world of darts, recently reflected on the dual nature of his success, particularly the intense scrutiny that comes with it. Alongside rising star Luke Littler, Bunting is among the most marketed players in the sport. However, his achievements have not come without significant challenges, including receiving death threats and enduring online harassment.
In an effort to protect his family from bullying, Bunting made the decision to enroll his eldest son, Toby, in a private school. Despite these difficulties, Bunting maintains a positive outlook and is willing to discuss the complexities of his public persona during his journey in darts.
During a calm Thursday afternoon at a quaint bookstore in St Helens, Bunting took a moment to pause from his signature walk-on song, “Titanium,” to consider the negative aspects of fame. He shared his experience with social media, noting the toxicity present on platforms like X, where a single misstep can provoke angry comments from fans, particularly those who have placed bets. Consequently, he has chosen to limit his presence on X while finding more positivity on platforms like Instagram and TikTok.
Bunting’s newfound fame is evident, as he recounted a recent book signing in Blackpool where several fans recognized him immediately. He also shared an amusing encounter in New York City with a police officer who recognized him for his unique walk-on rather than his status as a darts player. Bunting noted the increasing global visibility of darts, especially with ESPN’s recent five-year broadcasting deal, which he believes will elevate the sport’s profile internationally.
Life has transformed significantly for Bunting, who now often finds himself approached by fans, especially when out with his family. He mentioned that while his family is generally supportive of the attention he receives, it can become overwhelming in certain situations, like dining in restaurants. Nevertheless, he embraces this recognition as a sign of his successful career, acknowledging that his engagement with fans on social media is part of his responsibility as a public figure.
However, the online environment can also be harsh. Bunting experienced a wave of criticism after referring to himself as the “people’s champion” during a press interview at the last world championship. Following a narrow victory, his tongue-in-cheek remark led to a backlash after he suffered an unexpected defeat in the subsequent round. The abuse was particularly hurtful as it extended to his son, Toby, who bore a striking resemblance to his father and faced bullying at school. This prompted Bunting to move Toby to a private institution, where he has since thrived.
Bunting expressed a desire for Toby to pursue darts professionally, but he is committed to supporting him without pressure. He mentioned that while Toby is gaining recognition for his YouTube presence, they are cautious about the online comments and often monitor or disable them.
Despite the lingering threat of hostility, Bunting remains optimistic about his public image. He recalled a particularly challenging match years ago where he faced overwhelming boos from the audience, a situation he found distressing. However, he feels that the backlash from his “people’s champion” comment has subsided and is determined to continue capitalizing on merchandising opportunities. His merchandise, including darts, shirts, and even plush toys resembling him, is primarily through Target, with additional items available on his website.
With his manager, Mark Dean, Bunting showcased a new plush toy that resembles him, noting the quick sales of a previous batch. The ongoing support from fans and the evolution of his career continue to be a source of motivation for Bunting as he navigates the highs and lows of life in the spotlight.
