Dive Brief:
- Chipotle Mexican Grill signed a multiyear agreement to become the official Mexican-themed quick service and Mexican-themed fast-casual restaurant of the NHL in North America, its first major professional sports sponsorship, per an announcement.
- As part of the deal, which is effective immediately, Chipotle will have a brand presence at marquee league events including the NHL Winter Classic, NHL Stadium Series, NHL All-Star Game and NHL Heritage Classic. For every game during the Stanley Cup Playoffs, its logo will be featured on corner in-ice brand positions. The NHL and Chipotle will also collaborate on fan engagement opportunities across their broadcast, digital and social media platforms.
- At the same time, Chipotle has re-upped a longstanding partnership with USA Hockey through 2023. U.S. Women’s National Team stars Hilary Knight and Kendall Coyne Schofield and NHL players Charlie McAvoy and Jack Hughes serve as ambassadors for Team Chipotle, with Knight and Coyne Schofield featuring
Article source: https://www.marketingdive.com/news/chipotle-strikes-multiyear-nhl-sponsorship-in-biggest-bet-yet-on-sports/609560/
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