Michael van Gerwen, the World Darts Champion, has revealed his joy at extending his partnership with the UK’s leading electronic cigarette brand, E-Lites, ahead of his next title charge.
The Dutch sensation, who became the new world number one with victory in London on New Year’s Day, was backed by E-Lites in his finest hour and the agreement has been extended for the whole of 2014.
van Gerwen faces the man he replaced at the top of the world rankings, Phil ‘The Power’ Taylor, on the opening night of Premier League Darts in Liverpool on Thursday.
And ‘Mighty Mike’ admitted that to have the backing of E-Lites is a huge boost.
“I’m very happy to have the support of E-Lites for the Premier League and for rest of the year,” said the 24-year-old, who is defending his title after defeating Taylor in last year’s final.
“It is a brilliant product and I use it myself so I am extremely proud to have their support, especially after a successful World Championship together.
“I am completely behind the ‘Believe You Can’ campaign as I think it is quite fitting for me and my career. I know what it is like to struggle and not live up to your potential but I never stopped believing in myself and that is how I became World Champion.
“It is an honour for me that such a great company wants me to be an ambassador for them and I will do everything I can to keep repaying their belief in me.”
Trevor Field, Chief Sales and Marketing Officer commented: “At E-Lites we are thrilled to be supporting Michael throughout the Premier League and 2014. 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 throughout the year and will be cheering him on every step of the way.”