General Mills Sponsors Live Weekly Yahoo Esports Show
By Karlene Lukovitz
To promote its Reese's Puffs Cereal, General Mills has signed to be the first presenting sponsor of a new weekly show, Yahoo Esports Live.
The sponsorship, an extension of the cereal's "You Either Love Them or You're Wrong" campaign, is designed to connect with Millennial Esports fans through custom, branded segments and video ads on the show.
The hour-long show will offer news and analysis on eSports in two, 30-minute segments: "Late Night League," hosted by Mark Zimmerman in a format resembling a late-night talk show; and "Tilted," a roundtable format with a rotating cast. The show will air on Mondays at 6 pm EST starting Sept. 12, on Yahoo Esports and Twitch.
Reese's Puffs will also run branded segments during Yahoo Esports' coverage of the live stream of ESL One New York 2016 (Oct. 1-2), a tournament for CS:GO (Counter-Strike: Global Offensive) video game players.
Source
"General Mills Sponsors Live Weekly Yahoo Esports Show." MediaPost, 9/13/16.