Yahoo eSports Getting Sponsored by General Mills

Published: September 13, 2016 11:25 AM /



It seems we could very well be getting eSports sponsored by cereal.

Yahoo's eSports portal announced today that they have signed their first sponsor for their "Yahoo eSports Live" show, General Mills. As part of their deal, the show will feature "custom branded segments" as well as video advertisements for Reese's Puffs Cereal.


Reese’s Puffs will also sponsor Yahoo’s live stream coverage of ESL One New York 2016 which is taking place from October 1 to October 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. 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.”    --- Lisa Utzschneider, chief revenue officer for Yahoo
The show "Yahoo eSports Live" is said to include two 30-minute segments called “Late Night League,” which will be hosted Mark Zimmerman of "Blame Game" and "Tilted,” as well as a roundtable discussion with a rotating cast of Yahoo eSports editorial and video personalities. The show is said to air every Monday on Yahoo eSports and Twitch from 3 to 4 p.m. Pacific time.


Quick Take

With the recent outpouring of professional athletes investing in eSports, somehow this doesn't surprise me at all. Just like CS:GO had a team sponsored by YouPorn, it wouldn't be surprising either to have a team sponsored by Reese's Puffs.

Think about it, eSports is almost a billion dollar industry, and most companies who come into it now are in it just for the money. Companies like Yahoo and now General Mills, they don't care for the game, just the money.

It's kind of sad.

What do you think of this news? What cereal would you like to see sponsor a team? What fictional pairings would you create? Share your thoughts in the comments below!

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