Chipotle Partners with Elite College Athletic Programs to Fuel Student Athletes with Real Food.

Chipotle Mexican Grill is expanding its college athlete partnership program, offering free meals to nearly 2,000 student athletes at Ohio State, University of Florida, and University of Georgia. The program aims to increase brand loyalty among Gen-Z consumers and support educational advancements through full-ride scholarships and research awards. Chipotle is leveraging the Name, Image, and Likeness (NIL) landscape to position itself as a supporter of student athletes and promote its message of real food as performance fuel.

Chipotle Mexican Grill is expanding its college athlete partnership program, offering free meals to nearly 2,000 student athletes at The Ohio State University, University of Florida, and University of Georgia. The initiative aims to increase brand loyalty among Gen-Z consumers and support educational advancements through full-ride scholarships and research awards. Chipotle is leveraging the Name, Image, and Likeness (NIL) landscape to position itself as a supporter of student athletes and promote its message of real food as performance fuel [1].

The program, which began with The Ohio State University earlier this year, now includes two more schools, expanding the reach to nearly 2,000 student athletes. The customized cards will grant athletes a free entree at Chipotle once a week for the duration of their athletic seasons. This initiative is part of Chipotle's broader strategy to engage with college communities and support student athletes.

Chipotle has collaborated with Ohio State Sports Properties, Florida Gators Sports Properties, and Georgia Bulldogs Sports Marketing, the athletics multimedia rights holders of their respective athletic departments. The company also worked with locally-based teams of sports marketing company Learfield to implement the program [1].

Chris Brandt, president and chief brand officer at Chipotle, commented, "Our restaurants near each of these universities are frequently filled with student athletes looking for a quick and nutritious meal that can help them thrive in the classroom and on the field. By expanding our college card program to three universities this academic year, we're democratizing NIL for nearly 2,000 student athletes and increasing their access to real food when they need it the most" [1].

In preparation for the college football season, Chipotle launched two new ads featuring student athletes from Ohio State and Florida. The ads highlight the brand's commitment to empowering student athletes and promoting real food as a source of energy and performance fuel [1].

Chipotle's expansion into this partnership program is a strategic move that aligns with its mission to provide high-quality, real food to its customers. By supporting student athletes, the company is not only increasing its brand visibility but also fostering a positive image among the Gen-Z demographic.

References:
[1] https://chainstoreage.com/chipotle-partners-three-schools-fuel-student-athletes-season