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 marketingdive.com.
Discussion Questions:
- What is sponsorship?
- Why do brands like Chipotle invest in sponsorship programs?
- How do brands decide which sports and entertainment properties to sponsor?
- Why do you think Chipotle chose to invest in a NHL sponsorship?
- What is a sponsorship package?
- What benefits will Chipotle receive as part of its sponsorship deal with the NHL?
- What is a multiyear agreement?
- How might the NHL benefit from a multiyear agreement?
- Why do you think it is important for Chipotle to invest in a multiyear sponsorship rather than just one year?
- What is sponsorship activation?
- What is one example of something Chipotle could do to activate this sponsorship? Be prepared to share your ideas in class.