Restaurant chain Chipotle has revealed official partnerships with DreamHack and ESL to try and establish more of a presence in the esports space, becoming the official partner of DreamHack Masters Dallas as well as the presenting partner of DreamHack Open Atlanta and contributing to the Intel Extreme Masters (IEM) Chicago.
"Our partnership with DreamHack allows Chipotle to become even more engrained in the esports community," said Chris Brandt, Chief Marketing Officer at Chipotle. "This sponsorship provides the perfect platform to directly engage new and longtime loyal Chipotle fans on-site and online, and we are excited to recognize and reward possible up-and-coming talent in the space."
"Since launching our first North American event in 2016, DreamHack has been able to continue to grow and capture a larger audience both online and on-site in the United States," added Michael Van Driel, CPO at DreamHack. "Having a partner like Chipotle on board to support what we are already doing while adding more content to the event is tremendously exciting for us. DreamHack Dallas will be the biggest North American event we have hosted to date, and is the perfect location to kick off this partnership."
"Chipotle's integration is a natural fit, and we would like to officially welcome them to the ESL family," said Paul Brewer, SVP, Brand Partnerships at ESL. "The Chipotle Challenger Series is exemplary of how a brand can activate in a smart and creative way that allows fans to join the action."
All three will be launching the Chipotle Challenger Series too, an amateur tournament on-site at these events to let fans prove their skills. This will feature a custom trophy, a card for a year of free Chipotle, and Chipotle merchandise, with registration open to all attendees at DreamHack Dallas and Atlanta.
Chipotle will even be sponsoring player lounges at all three events, with all consumer and VIP experiences on-site being supported with Chipotle digital content. Esports marketing and activation company REV/XP will be helping with Chipotle's efforts, including creative design and sponsorship strategy.
Is Chipotle a good fit for esports?