September 12, 2016
General Mills signs on as presenting sponsor for Yahoo Esports Live

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Yahoo! Inc. (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.
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