Broadcasting & Cable: “General Mills will be the first presenting sponsor of Yahoo Esports Live, a new weekly live show covering the world of online gaming.”

“General Mills’ Reese’s Puffs cereal will also sponsor Yahoo’s live-stream coverage of the ESL One New York 2016 tournament Oct. 1-2.”

“Financial terms were not disclosed.”

Said Devin Kunysz, marketing manager for Reese’s Puffs at General Mills: “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. 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.”