Advertisers tend to flood pro sports telecasts with spots for adult products such as beer and prescriptions drugs like erectile dysfunction pills. But the brand presence on “Yahoo Esports Live” will have more of a Saturday morning kiddie show flavor.
Today, it was announced that General Mills has signed on as the first presenting sponsor for the new hour-long weekly show. As part of the deal, “Yahoo Esports Live” will feature custom branded segments and video advertising for Reese’s Puffs Cereal. Reese’s Puffs will also sponsor Yahoo’s live stream coverage 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 for Yahoo, in a statement. “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,” hosted by hosted by Mark Zimmerman (“Blame Game”), and “Tilted,” a roundtable discussion with a rotating cast of Yahoo Esports editorial and video personalities. It will air every Monday on Yahoo Esports and Twitch from 3 to 4 p.m. Pacific time, starting today.
The Yahoo Esports portal launched in March with coverage of the games “League of Legends,” “Dota 2,” “Counter-Strike: Global Offensive,” “Heroes of the Storm” and “Street Fighter V” and a talent lineup that included Andrea Rene (formerly of Playboy’s “Gamer Next Door” web series) and gaming experts Travis Gafford, Taylor Cocke and Dylan Walker.