Restaurant chain Chipotle has agreed to a multiyear renewal of its North American sponsorship deal with the NHL and formed a new marketing relationship with the NHL Players’ Association. The renewal announcement coincides with the return of Chipotle’s annual “Wear Your Hockey Jersey” promotion, a buy one, get one free offer for customers who wear their jerseys to participating locations after 3 p.m. on Monday.
Chipotle has been the NHL’s official Mexican-themed quick service and fast-casual restaurant since 2021. Financial terms of the renewal were not disclosed. The brand will continue receiving corner in-ice branding during all U.S. and Canadian playoff games, as well as virtual ads during playoff and tentpole telecasts.
Adding NHLPA rights to its marketing portfolio now enables Chipotle to work with players on future brand campaigns and content series. The promotional video for this year’s hockey jersey promotion features Kraken C Matty Beniers, Stars C Wyatt Johnston, Utah Hockey Club C Logan Cooley and Sharks C Macklin Celebrini, along with non-hockey Chipotle endorsers such as golfers Max Homa and Maverick McNealy, Knicks G Josh Hart, Knicks F Mikal Bridges and T’Wolves G Anthony Edwards.
The NHL’s other restaurant partners include Jersey Mike’s as its official sub sandwiches sponsor in the U.S. only and Tim Hortons for coffee, tea, iced cappuccino, breakfast and donuts in Canada only.
Playfly Sports Consulting represented Chipotle in negotiations with the NHL and NHLPA after acquiring the brand’s longtime agency, Paragon Marketing Group, earlier this year. Chipotle Dir of Partnerships & Experiential Scott Robinson and Senior External Communications Manager Tyler Benson also worked on the deal.
NHL Group VP/Business Development Jason Jazayeri and VP/Business Development Max Paulson led negotiations for the league. NHLPA Senior Dir of Sponsorship & Player Marketing Devin Smith and Dir of Sponsorship & Player Marketing Eric Epstein represented the union.
