British grassroots esports organisation LDN UTD has named drinkable yoghurt brand Yop from Yoplait as the title sponsor of its Inter-Borough Esports Championships.
The Inter-Borough Yop Esports Championships, also dubbed the ‘Yop Esports Champs’, commences today (December 1st) and aims to fight youth unemployment in the surrounding areas of Hackney, Lambeth, Lewisham, and Kingston.
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Players will compete in FIFA 21 and NBA 2K21 tournaments and are invited to participate in workshops that teach digital skills such as video content production, graphic design, and social media management.
Each workshop will be delivered by an academic from Salford University, Staffordshire University London, University of East London, and Morley College Chelsea, in tandem with industry professionals from esports and traditional sports organisations including Fnatic, Gfinity, Blast, Manchester City FC and Leyton Orient Football Club.
Joanna Goodman, Head of Marketing at Yoplait UK commented: “Yop is committed to championing positive nutrition and supporting teens to live their passions and drive positive change. A source of Calcium & [Vitamin] D, Yop is a great tasting nutritious snacks for players and fans who share our common love for esports, and we are delighted to be able to support LDN UTD in their Esports Champs.”
Yop will provide participants with drinkable yoghurts during the event, create bespoke challenges for the digital workshops, and give away a gaming console. The brand will also “provide support” to social media channels and Sport Buff’s interactive broadcast on Twitch during the NBA2K and FIFA 21 competitions on December 12th, 16th, and 19th.
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Oliver Weingarten, Founder and CEO of LDN UTD added: “From our first discussions it was clear that LDN UTD and Yop were very much aligned on values and messaging to the esports community. We are both looking to bring about positive change through education and esports and having someone on board who shares a common goal will enable us to reach more members of the community.”
Esports Insider says: Nutrition and overall wellbeing have become major talking points in the esports world, especially since players tend to sit for extended periods of time. This attitude has given rise to brand partnerships ranging from supplements to energy drinks and yoghurt is definitely a new, albeit appropriate addition to the movement.