North American organisation 100 Thieves has entered a partnership with fast food chain Chipotle Mexican Grill.
The partnership features special orders designed by CEO Matt “Nadeshot” Haag and streamer Brooke “BrookeAB”.
The deal follows on from a previous agreement between Chipotle and Jack “CouRageJD” Dunlop, a content creator for 100 Thieves. Dunlop has his own culinary creation (aptly named the “Jack ‘Courage’ Dunlop Bowl”) that is still available to order through the restaurant’s application.
Since 100 Thieves’ inception in November 2017, the organisation has competing in League of Legends, Counter-Strike: Global Offensive, Fortnite, Call of Duty, and Apex Legends. In January, the team opened its new headquarters and training facility, the 100 Thieves Cash App Compound, in Los Angeles.
100 Thieves’ deal with Chipotle was announced through a creative advertisement recorded at the Compound. The video tells the tale of Haag’s supposed retirement and follows the success of his replacement, “Hatthew Maag,” a delivery driver.
The partnership will allow fans to order meals designed by Haag and BrookeAB (the “Nadeshot Burrito” and “BrookeAB Bowl”) through Chipotle’s mobile application. 100 Thieves confirmed that the deal was exclusive to the United States.
Chipotle isn’t new to esports, having previously partnered with North American brands TSM and OpTic Gaming. The fast food chain also teamed up with ESL and DreamHack last year to partner with several events and launch its very own amateur esports competition, the Chipotle Challenger Series. The tournament allowed Fortnite players at DreamHack Atlanta to compete for VIP experiences and the right to free Chipotle for a year.
Esports Insider says: By adding partnered meals to its menu, the chain has locked down a unique marketing initiative with clear fan appeal and easily trackable return on investment. 100 Thieves’ entertaining and eye-catching announcement video is sure to help get the project off to a great start.