Chipotle, ESL and DreamHack Team Up to Launch Challenger Series Esports Competition

Chipotle to give esports fans across the country the chance for a taste of glory

Chipotle Mexican Grill (NYSE: CMG) today announced its official partnership with ESL, the world’s largest esports company, and DreamHack, the premiere gaming and digital lifestyle festival. Already a fan favorite and staple among professional gamers, streamers and fans, Chipotle looks to further establish its esports presence as an integral part of ESL’s Intel® Extreme Masters (IEM) Chicago.

Most notably, Chipotle, DreamHack and ESL will be launching the Chipotle Challenger Series, a new on-site amateur tournament that gives attending fans the opportunity to join the competition and prove their skills in some of the world’s most popular games. Champions will win the custom Chipotle Challenger Series trophy, a special card for a year of free Chipotle and one-of-a-kind Chipotle swag. Registration will be open to all event attendees at DreamHack Dallas and DreamHack Atlanta.

“Chipotle’s integration is a natural fit, and we would like to officially welcome them to the ESL family,” said Paul Brewer, SVP, Brand Partnerships at ESL. “The Chipotle Challenger Series is exemplary of how a brand can activate in a smart and creative way that allows fans to join the action.”

In addition to the Chipotle Challenger Series, Chipotle will be sponsoring the player lounges at these high-profile events as well as the Rank S Combine. The VIP lounge lets players, talent and celebrities relax and refuel with Chipotle in between games and performances. All of the on-site consumer and VIP experiences will be supported with Chipotle-branded digital content. This content, which will be viewed by fans tuning in all over the world, will feature popular influencers and spotlight the Chipotle Challenger Series as well as all on-site elements.

The partnership begins with the Chipotle-sponsored player lounge at Rank S Combine April 12-14, 2019 at the MGM Grand Las Vegas. Learn more about the partnership at

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EFG owns a portfolio of brands in different categories. We are leading the industry with numerous online and offline competitions, digital platforms as well as gaming lifestyle festivals.