Fast-food chain Chipotle Mexican Grill has signed a wide-ranging partnership with DreamHack, the premier gaming and digital lifestyle festival, and esports company ESL.
Chipotle will serve as the Official Partner of DreamHack Masters Dallas as part of the deal, the length of which was not disclosed.
Chipotle also becomes the presenting partner of DreamHack Open Atlanta, while it will become an integral part of ESL’s Intel Extreme Masters Chicago event. Activations at DreamHack competitions will include player and VIP hospitality programmes and digital content surrounding events.
Chipotle, DreamHack and ESL will also jointly launch a new on-site amateur tournament, the Chipotle Challenger Series. The series will give fans the chance to join the competition and test their skills, with the champions to receive a trophy, a special card for a year of free Chipotle and a one-of-a-kind Chipotle swag.
Additionally, Chipotle will be sponsoring the player lounges at all three of the aforementioned high-profile events as well as Rank S Combine. Chipotle-branded digital content will also support on-site consumer and VIP experiences.
The partnership begins with the Chipotle-sponsored player lounge at Rank S Combine at the MGM Grand Las Vegas. The event begins today (Friday) and runs until Sunday.