Case Study: ChipotleSatisfying MLS fans’ hunger for a Look at the Next generation
In 2012 Chipotle engaged rEvolution as its sports marketing AOR. Utilizing consulting, research and rights negotiation efforts from rEvolution, in 2013 Chipotle landed a multi-year contract as the official quick service restaurant of MLS. To activate that sponsorship, slapping logos on the sidelines was never going to cut it. Chipotle wanted to make an impact as one of the league’s most-respected sponsors and to create a platform from which to grow soccer in America. The mantra “Cultivating Youth Soccer” and alongside it, the Chipotle Homegrown Game, were born.
Through initiatives focused both on furthering the sport and celebrating its progress, rEvolution and Chipotle rolled out a comprehensive program pulling together nationwide youth clinics, athlete endorsements from top talent, original content, media, social and broadcast elements.
At the center of it all is the Chipotle Homegrown Game* – a proprietary All-Star Week event showcasing the league’s best rising talent, developed domestically through Club academies. The Homegrown Game has grown consistently over its three years, evolving into an event to which fans look forward and drawing talent to it on all sides – whether it’s the coach (Landon Donovan, two years running) or the world-class talent on the other bench (Club America U20s and the Mexico National Team U20s).
*Winner of the 2015 Silver Ex Award for “Best Activation of a Sports Sponsorship” by Event Marketer.