General Mills to Sponsor Yahoo Esports Live

September 12, 2016 7:07 AM EDT

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Yahoo! Inc. (Nasdaq: YHOO) announced today that General Mills is the first presenting sponsor of Yahoo Esports Live, a new hour-long weekly live show. With custom branded segments and video advertising during this live programming, the new campaign for Reese’s Puffs Cereal will connect with fans of Yahoo Esports around recent news and analysis in the Esports industry. As part of this campaign, Reese’s Puffs will also sponsor Yahoo’s coverage for the live stream of ESL One New York 2016 from October 1-2.

“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,” said Lisa Utzschneider, Chief Revenue Officer, Yahoo. “We have a focused strategy around live video and General Mills recognized the power of this medium to connect with their audience, especially millennials who come to Yahoo Esports for their latest updates and analysis.”

Yahoo Esports Live includes two 30 minute segments, Late Night League and Tilted, airing every Monday from 3-4 PM PST starting September 12 on Yahoo Esports and Twitch. Reese’s Puffs is the first sponsor and will have new opportunities to reach fans within this live experience. This sponsorship extends the “You Either Love Them or You’re Wrong” campaign for Reese’s Puffs to reach an important audience of millennials on Yahoo. In addition to Yahoo Esports Live, Reese’s Puffs will also run branded segments during Yahoo Esports’ coverage of ESL One New York 2016 on October 1-2. Late Night League, hosted by Mark Zimmerman – known best for Blame Game and his work on the Riot Games' LCS analyst desk – will focus on recent news around the Esports world in the style of a late night talk show. Tilted, the second half of Yahoo Esports Live, is a roundtable discussion with a rotating cast of Yahoo Esports editorial and video personalities.

“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,” said Devin Kunysz, marketing manager, Reese's Puffs, General Mills. “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.”

Yahoo continues to double down on video this year, with a focus on bringing the best live programming to users and opportunities for advertisers. Tune in to Yahoo Esports Live, premiering Monday, September 12 at 3 PM PST –

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