Virgin Media sponsors Usain Bolt’s co-owned esports organisation

British telecommunications giant Virgin Media has announced a partnership with Irish-based esports organisation WYLDE. 

According to the announcement, WYLDE will also open its first performance centre in Cork, Republic of Ireland, according to Wylde. The centre, which will be ‘powered by Virgin Media’, is set to host competitive gaming events as well as boot camps for the organisation’s teams.

Co-owned by Jamaican gold-medal-winning sprinter Usain Bolt, WYLDE fields competitive teams in Rainbow Six: Siege, VALORANT, Rocket League and FIFA. After securing €375,000 (£329,000) in funding earlier this year, the organisation’s Rainbow Six Siege team reached the semi-finals of the $2 million Gamers 8 tournament in Saudi Arabia.

According to a release, the announcement of the performance centre will allow WYLDE to host physical training sessions for its FIFA and Rainbow Six teams, as well as bolster its coaching practices.

To coincide with the WYLDE partnership, Virgin Media is also launching a nationwide content campaign in Ireland. The campaign will see two WYLDE Irish FIFA professionals showcasing Virgin Media broadband as they play competitively.

The campaign will attempt to replicate a high-energy sports campaign, featuring British actor Brian Cox doing a voiceover.

In the announcement, WYLDE CEO Steve Daley noted the importance of “world-class infrastructure” to his team’s success. Furthermore, he stated that WYLDE was delighted to be working with Virgin Media to fulfil the organisation’s potential.

In a statement, Paul Higgins, Vice President of Commercial at Virgin Media, commented: “Research carried out by Virgin Media shows the remarkable growth of gaming and esports in Ireland.”

“Our most recent research goes on to show just how prolific gaming is amongst the Irish public, with a growing number of gamers looking to play online, highlighting the importance of a fast and reliable internet connection.”

“The WYLDE esports Academy… is the first of its kind in Ireland and is an exciting opportunity to help nurture and support gaming talent in Ireland.”