Drinkable yogurt brand YOP has announced as the title sponsor for Inter-Borough Esports Championships being held this month in the capital.
Organised by London-based LDN UTD, a grassroots esports organisation that unites social responsibility, the competition aims to engage residents of Hackney, Lambeth, Lewisham, and Kingston, providing participants with a new opportunity to unlock a career in esports.
As part of the sponsorship, YOP will support contestants with its drinkable yogurts, create bespoke challenges for digital workshops and offer people a bespoke gaming console giveaway in-store at ASDA.
In addition, the brand will assist LDN UTD on digital workshops for participants, which will be delivered by academics from Salford University, Staffordshire University London, University of East London or Morley College Chelsea, alongside industry professionals from esports organisations such as Fnatic, Gfinity, Blast, Manchester City FC and Leyton Orient Football Club.
Joanna Goodman, Yoplait UK head of marketing, said: “YOP is committed to championing positive nutrition and supporting teens to live their passions and drive positive change. A source of calcium and vitamin D, YOP is a great tasting nutritious snack for players and fans who share our common love for e-sport.”
Taking place in collaboration with the Mayor of London, the YOP Esports Champs has also partnered with outreach groups, including the Rio Ferdinand Foundation, Wicker Charity, and Kingston Race and Equalities Council.