Virgin Media has announced a partnership with WYLDE, the global e-sports organisation co-owned by legendary sprinter Usain Bolt, to develop the e-sports industry in Ireland.
The company cited figures that 53% of Irish adults are regular gamers, rising to 75% among people aged 18-34 for the deal, which will help to grow a roster of "world-class e-sports athletes in Ireland."
The research, commissioned by Virgin Media, shows strategy and sports titles are the most popular among Irish games, with 22% watching live e-sports tournaments online.
WYLDE players compete across popular titles such as Rainbow Six: Siege, Valorant, Rocket League and FIFA, and its FIFA players reached the inaugural eLeague of Ireland championship final last year. WYLDE's Tyrone Ryan represented Ireland at the FIFA eNations Series in 2021.
The announcement coincides with the opening of a WYLDE and Virgin Media e-sports academy in Cork, the first in Ireland. It will host a range of national and international events in the coming months, including FIFA training sessions and a Rainbow Six bootcamp.
In Association with
Based in Republic of Work in Cork, Virgin Media said the new academy will support the on-going development in player performance and best practice coaching in Ireland.
Paul Higgins, vice president of commercial at Virgin Media, welcomed the announcement, saying: “We are thrilled to announce this new partnership with WYLDE, Ireland’s leading esports organisation.
“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 powered by Virgin Media’s superfast 1Gb speeds is the first of its kind in Ireland and is an exciting opportunity to help nurture and support gaming talent in Ireland.”
Bolt, the world's fastest man over 100m and 200m and an eight-time Olympic champion, said: "I am so excited to be part of the fastest growing sport in the world, esports, through WYLDE.
"The WYLDE x Virgin Media partnership is a great fit, as our players and gamers all over Ireland will benefit from superfast, reliable broadband, providing a competitive edge and supporting their development as players.”
Speaking at the announcement, WYLDE CEO Steve Daly said: “To be world champions, our players need world class infrastructure in Ireland. With Virgin Media as our broadband partners, WYLDE players, casters, content creators, gamers and our supporters will have a real competitive edge.
"We are delighted to be working with Virgin Media to enable Ireland’s gaming community and esports athletes to fulfil their potential.”
Virgin Media will a nationwide campaign, showcasing two of Ireland's top FIFA champions, Tyrone Ryan and Ciarán Walsh of WYLDE, with voiceover from actor Brian Cox across television, radio, social, OOH and digital from 10 October to mid-November.
The high-energy advert will characterise Ryan and Walsh as elite athletes who rely on Virgin Media broadband to perform to the best of their ability.
Photo: Usain Bolt.
