Custom cycling apparel company Verge has signed on as an official sponsor of elite esports cycling team the Coalition.
Financial terms of the sponsorship deal were not disclosed.
Under the terms of this deal, five Coalition riders who qualified to compete in the finals of the UCI Esports World Championship on Oct. 26, will don the Verge’s exclusive Pain Cave collection, which it describes as “indoor-specific apparel engineered to keep athletes cool and dry during intense indoor workouts and races.”
“Since the team’s inception, we have always looked to partner with only the most innovative brands who share our vision,” said Coalition Founder and Team Director Rhys Howell. “Verge has a clear commitment to esports and working together means our athletes can help to develop the cycling apparel of the future.” Coalition team member Lionel Vujasin added that the Pain Cave kit is the “most comfortable kit I have ever worn.”
Verge also noted in its release that it created both “home” and “away” kits for the team—both of which are available for purchase from the Coalition team store on Verge’s website. For its part, the Coalition will promote the brand on stage and across social media platforms.
The UCI Esports World Championship is facilitated by Switzerland-based professional cycling federation, Union Cycliste Internationale (UCI), with the live finals taking place in Abu Dhabi, United Arab Emirates (UAE) beginning on Oct. 26. The competition features a total of 44 men’s and women’s finalists from 18 nations around the world. Official partners for the competition include Italian cycling apparel company SANTINI, Swiss watchmaker Tissot, and Tokyo-based fishing tackle and biking gear company Shimano.