Chipotle has signed a multiyear North American partnership with the National Hockey League.
This marks Chipotle’s largest sports sponsorship to date and the first time the brand has been an official sponsor of a major professional sports league. The brand is already a sponsor of the USA Hockey High School Youth National Championship.
The fast casual restaurant will be known as the official Mexican-themed quick service and Mexican-themed fast-casual restaurant of the NHL.
The partnership begins immediately, and fans will see the Chipotle brand displayed at marquee NHL games including the Stanley Cup Playoffs and Stanley Cup Final.
Chipotle will have a corner in-ice brand position during all Stanley Cup Playoffs games throughout the partnership and a corner in-ice brand position and in-venue signage at the 2022 Tim Hortons NHL Heritage Classic, which will feature the Toronto Maple Leafs vs. the Buffalo Sabres at Tim Hortons Field, in Hamilton, Ontario.
The game will be broadcast on TNT, Sportsnet, via stream on SN NOW, NHL Live and TVA Sports at 3 p.m. ET on March 13.
The NHL and Chipotle will collaborate to engage fans and consumers across Chipotle and NHL-controlled broadcast, digital, and social media platforms. Chipotle will also receive NHL-produced Stanley Cup appearances, which will feature photo opportunities and giveaways at locations to be determined at a later date.
Chipotle is a “blue-chip brand” which the NHL will provide “major brand visibility” at tentpole events, says Max Paulsen, NHL senior director, business development.
The brand’s “real food” has long fueled hockey players and fans alike, says Chris Brandt, Chipotle CMO.
Chipotle chose the NHL because it is a “league that continues to grow its passionate fanbase at an accelerated pace,” Brandt says in a release.