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QSR-Sponsored eSports Competitions

Chipotle, DreamHack & ESL Collaborate on the Challenger Series

— April 11, 2019 — Marketing
The Challenger series is an up-and-coming eSports competition that will be made possible through a partnership between Chipotle Mexican Grill, eSports company ESL and DreamHack — " the premier gaming and digital lifestyle festival." Additional products of the collaboration will be player and VIP hospitality programs, as well as multiple digital content launches that center around the particularities and aesthetics of the event.

Chipotle's hand in co-organizing an eSports competition is quite the intuitive marketing move as the restaurant has already established itself as "a fan favorite and staple among professional gamers, streamers, and fans." The Challenger Series is designed to cater to the audience as an amateur tournament that will be available on-site during DreamHack events. Those who dominate the eSports competition will get to enjoy a custom trophy, exclusive swag and a full year's supply of Chipotle.
Trend Themes
1. Qsr-sponsored Esports Competitions - Quick Service Restaurants (QSR) partnering with eSports organizations to host competitions presents an opportunity for increased product visibility and tapping into a growing market.
2. Digital Content Launches for Esports Events - Creating digital content for eSports events, such as behind-the-scenes footage and player interviews, provides an opportunity for increased engagement with the audience and creating new revenue streams.
3. VIP Hospitality Programs for Esports Events - Offering VIP packages for eSports events, which may include exclusive merchandise or meet-and-greets with professional gamers, presents an opportunity for a premium, personalized experience for fans.
Industry Implications
1. Quick Service Restaurants - Incorporating eSports sponsorships into marketing strategies presents an opportunity for increased brand visibility and tapping into a younger demographic for QSRs.
2. Esports Organizations - Partnering with QSRs to host competitions and offer hospitality packages provides an opportunity for increased revenue and fostering new relationships with brands.
3. Digital Media Companies - Producing digital content for eSports events provides an opportunity for creating new revenue streams and reaching a growing audience interested in eSports.
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