How Chipotle Crafted a Winning Sports Marketing Strategy with Top Athletes

In the competitive world of fast-casual dining, Chipotle has managed to stand out not just for its burritos, but for its innovative marketing strategies. Recently, we had the privilege of sitting down with Stephanie Perdue, VP of Brand Marketing at Chipotle, to discuss their unique approach to athlete partnerships. From soccer stars to college athletes, Chipotle is changing the game in sports marketing.

The Soccer Star Who Started It All

Q: Looking back at Chipotle's journey into athlete partnerships, who was your first athlete-influencer collaboration, and what factors led to that choice?

A: "In 2020, soccer star and Chipotle superfan Christian Pulisic became one of the first professional athletes to partner with the brand. While Christian was playing professionally in Germany, he would frequently drive over an hour to eat at the nearest Chipotle restaurant.

In 2022, Christian starred in our first national television ad during soccer's biggest international tournament. We also featured Christian's go-to training meal, The Christian Pulisic Bowl, as a limited-time digital menu item during the entirety of the tournament."

Pulisic's dedication to Chipotle was legendary – driving over an hour just for a burrito bowl. This authentic passion made him the perfect choice to kick off Chipotle's athlete partnerships.

Aligning with Brand Values: The Ohio State Partnership

Q: Among your diverse portfolio of athlete partnerships, which one has resonated most strongly with Chipotle's brand values and why?

A: "As part of our broader mission to Cultivate a Better World, one of our key brand strategies is to increase access to real food. Our first-of-its-kind partnership with Ohio State student athletes helps us achieve this by rewarding all Buckeye athletes with free Chipotle throughout their respective athletic seasons."

This collaboration with Ohio State University stands out as it directly aligns with Chipotle's mission, providing tangible benefits to a wide range of student-athletes.

NIL vs. Pro: A Tale of Two Strategies

Q: How does your approach differ when activating NIL partnerships with collegiate athletes like Jeremiah Smith compared to collaborations with professional athletes such as Sophia Smith?

A: "Through our NIL deals with college athletes, we showcase how the next generation of elite athletes relies on Chipotle as part of their training and preparation for the pros. Our partnerships with professional athletes are focused on pivotal moments in their careers, whether it's getting ready for their pro draft or being on the precipice of a breakthrough new level of achievement. This timeliness allows us to demonstrate how Chipotle and our real ingredients have supported the unique journey of each athlete from college to the pros."

Chipotle's approach isn't one-size-fits-all. For college athletes, it's about potential and growth. With pros, it's about highlighting key career moments and long-term journey.

The Long Game: Ohio State Athletics Deal

Q: Regarding the recent deal with Ohio State athletics to support all student-athletes, what long-term impact do you envision this having on both Chipotle's brand and the school's collegiate athletes involved?

A: "Our OSU partnership further underscores the fact that elite athletes rely on Chipotle's real ingredients to fuel their success. This partnership also strengthens our connection to Columbus, a community where one of our two Restaurant Support Centers is in the city's Arena District."

This partnership is more than just marketing - it's a long-term investment in both brand visibility and community connection. By supporting all OSU student-athletes, Chipotle is weaving itself into the fabric of Columbus and the broader athletic community.

Reaching a Diverse Customer Base

Q: How do you ensure that your athlete partnerships resonate with Chipotle's diverse customer base across different regions and demographics?

A: "Our Real Food for Real Athletes platform focuses on supporting athletes across all levels by providing proper nutrition through real food and fresh ingredients. To have this message resonate with consumers, it's essential for us to partner with superfan athletes who represent a variety of sports and markets."

Chipotle's strategy here is clear: diversity in partnerships leads to diversity in reach. By coll

aborating with athletes from various sports and backgrounds, they ensure their message resonates across different demographics.

The Takeaway

Chipotle's approach to athlete marketing is as fresh and innovative as their food. By focusing on authentic partnerships, from soccer superstars to college athletes, they've created a strategy that resonates with their brand values and connects with diverse audiences.

As the sports marketing landscape continues to evolve, especially with the rise of NIL deals in collegiate sports, Chipotle is positioning itself as a leader in the field. Their commitment to "real food for real athletes" isn't just a slogan – it's a game-changing strategy that's setting them apart in the fast-casual dining industry.

For marketers looking to score big with athlete partnerships, Chipotle's playbook offers valuable lessons in authenticity, brand alignment, and strategic thinking. It's clear that in the world of sports marketing, Chipotle isn't just playing the game – they're changing it.