Competitive Edge - Sports & Entertainment Marketing News

Chipotle strikes multiyear NHL sponsorship in biggest bet yet on sports


Chipotle is making its biggest push yet into professional sports with the multiyear NHL sponsorship, which builds on existing ties to the hockey world through a USA Hockey pact dating back to 2018. The NHL kicked off its regular season last month.

Click here to read the story at

Discussion Questions:

  1. What is sponsorship?
  2. Why do brands like Chipotle invest in sponsorship programs?
  3. How do brands decide which sports and entertainment properties to sponsor?
  4. Why do you think Chipotle chose to invest in a NHL sponsorship?
  5. What is a sponsorship package?
  6. What benefits will Chipotle receive as part of its sponsorship deal with the NHL?
  7. What is a multiyear agreement?
  8. How might the NHL benefit from a multiyear agreement?
  9. Why do you think it is important for Chipotle to invest in a multiyear sponsorship rather than just one year?
  10. What is sponsorship activation?
  11. What is one example of something Chipotle could do to activate this sponsorship? Be prepared to share your ideas in class.

Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


Generic selectors
Exact matches only
Search in title
Search in content
Post Type Selectors