Marketing

Chipotle teams up with soccer stars

U.S. Women's National Team players Sophia Smith, left, and Rose Lavelle have teamed up with Chipotle for the chain's latest promo. Provided by Chipotle

July 19, 2023

Chipotle Mexican Grill, a partner of U.S. Soccer, is bringing back "Bowls for Goals," a promotion for the U.S. Women's National Team's upcoming matches in New Zealand and Australia. The brand is also rolling out additional programming that will support the USWNT while the team competes in the biggest event in women's soccer.

Bowls For Goals
When the USWNT scores a tying, go-ahead or lead-extending goal during the Group Stage of its upcoming international tournament, a unique code for a free entree will be revealed on the USWNT Twitter channel. The first 2,500 fans to text the unique code to 888222 will receive a free digital entree.

Fans may also experience the go-to training meals of players Rose Lavelle and Sophia. Available in the Chipotle app and on Chipotle.com for a limited time, they include the:

Rose Lavelle Bowl: Chicken, brown rice, black beans, tomato salsa, toasted chili-corn salsa, lettuce, guacamole and a side of Chipotle-Honey Vinaigrette.
Sophia Smith Bowl: Chicken, brown rice, black beans, pinto beans, tomatillo-red chili salsa, roasted chili-corn salsa, sour cream and cheese

"The U.S. Women's National Team embodies authenticity, passion, and excellence in everything they do on and off the field," Chris Brandt, chief brand officer at Chipotle, said in a company press release. "We're proud to support the team on its journey for an unprecedented 'three-peat' and elevate the viewing experience for fans along the way."

Lavelle has been a longtime fan of Chipotle's real food and a Chipotle sponsored athlete since 2019. Known for her creative combinations on and off the field, her Chipotle hack is the "The Triple Dip," a chip dipped first in guac, then salad dressing and finally into her bowl. Smith's relationship with Chipotle has always been love at first sight, according to the release. After trying Chipotle for the first time, she found herself asking why no one had told her about it sooner.

Chipotle worked with the athletes to create behind-the-scenes content showcasing their highlights, setbacks and comebacks as they prepare for the world's biggest stage and how Chipotle's real food has been fueling them throughout their careers. Check them out here:

Rose Lavelle Unwrapped
Sophia Smith Constant Ingredient

American Outlaws content series
Over the next few weeks, Chipotle will collaborate on exclusive content with Monica Bosiljevac, the executive director of American Outlaws Impact — American Outlaws' charitable arm — and executive director and board president of the Football for the World Foundation, a non-profit group dedicated to improving children's quality of life through soccer.

Bosiljevac and Chipotle will deliver a video series from the tournament featuring interviews with Lavelle and Smith, "Inside the Match" segments with fans attending the World Cup, behind-the-scenes content of the American Outlaws' journey to New Zealand and Australia and gameday footage. Videos will be featured on the American Outlaws social channels (Instagram: @americanoutlaws, Twitter: @AmericanOutlaws).

Chipotle has over 3,200 restaurants.