Chipotle Enters the Esports Arena
Chipotle Enters the Esports Arena

The fast-casual brand is expanding its digital marketing prowess through strategic partnerships with esports league ESL and event organizer DreamHack.

Chipotle has turned to esports as the popular fast-casual brand continues to strengthen its already impressive digital presence. To reach the growing number of professional and amateur gamers that comprise the fledgling yet powerful esports industry, the brand has struck a deal with esports entities ESL and DreamHack to become the official partner of several events in 2019, according to Nation’s Restaurant News.

ESL operates international esports leagues while DreamHack produces festivals for gamers that include competitions and other forms of entertainment. Chipotle will be sponsoring player lounges at events in Dallas, Atlanta and Chicago this year and is also launching its own gaming tournament as part of the partnerships, the article noted.

"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,” Chipotle CMO Chris Brandt said in a statement included in the article.

Read the full NRN article here.