Yahoo Esports has signed up its first sponsor for its weekly Yahoo Esports Live in the form of General Mills.
Who or what is General Mills I hear you ask? It’s a company you may not have heard of but whose products are probably in your cupboards. It’s a US food company which produces over 100 brands in over 100 countries that boasts the likes of Cheerios and Lucky Charms in its roster.
Yahoo will create two half hour shows called Late Night League and Tilted. These will air live on Monday afternoons from 3-4 pm (PST) on both Yahoo Esports and Twitch.
The initial half hour will be a talk show format dedicated to discussing the tier one esports titles. The following portion of the show will be a discussion amongst Yahoo Esports’ team with special guests and news.
As part of the sponsorship General Mills will have branded parts of the show and will be looking to promote as its latest product and campaign for Reese’s Puffs Cereal.
Lisa Utzschneider, Chief Revenue Officer for Yahoo said: “Consumers are more engaged with live content than ever and, with this new programming across Yahoo ESports, we’re giving our users more of the shows they want while opening up tremendous opportunities for advertisers.”
Devin Kunysz, Marketing Manager, Reese’s Puffs, General Mills commented: “As a leader in the emerging ESports space and an experienced player in live programming, Yahoo was the obvious choice for our new campaign for Reese’s Puffs.
“We’ve found a really unique way to connect with our audience around the new Yahoo Esports Live, so that we’re able to not only entertain and engage fans around our brand, but drive results for our business.”
Thanks to The Drum for breaking this story.