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Michael van Gerwen, the world number two, has unveiled his new partnership with the UK’s leading electronic cigarette brand, E-Lites, as he bids to become World Darts Champion.

The Dutch sensation, who was last year’s runner-up, is ready to light up London with more dazzling darts displays and is delighted to have E-Lites in his corner throughout the sport’s biggest tournament.

“I’m really happy to have the support of E-Lites for the World Championship,” said van Gerwen, who has won the Premier League, Dubai Masters and Players Championship Finals in 2013.

“It is a fantastic product and I use it myself so I am extremely proud to have their support and to wear their logo. It is a good boost for me that such a great company wants me to be an ambassador for them and I will do everything I can to repay their faith.”

van Gerwen will be in action as of Tuesday December 17, when the world number two plays his first round live on Sky Sports.

Trevor Field, Chief Sales and Marketing Officer commented: “At E-Lites we are thrilled to be supporting Michael throughout the World Darts Championships. He is such a fantastic player and it is great to hear that Michael has personally benefited from our product and that he is as much a fan of ours, as we are of his. We wish him all the very best in the competition and will be cheering him on every step of the way.”

The 24-year-old, who is nicknamed ‘Mighty Mike’, is in confident mood ahead of his title campaign and is preparing for his first match against either Ben Ward or Zoran Lerchbacher on Tuesday evening.

He added: “Winning the Players Championship Finals was great for my confidence and it showed everyone that I can still win tournaments and they need to watch out for me in the World Championship. I believe I can win but I can’t underestimate whoever I play in the first round. There are so many good players, though, that anything can happen and you need to play really well to win.”

Play the Pro