Marketing

Chipotle turns CJ Carr partnership into a campus loyalty contest

Source: Chipotle

October 19, 2026

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Chipotle Mexican Grill is giving Notre Dame quarterback CJ Carr a new role: brand ambassador. The name, image and likeness (NIL) partnership between football player and fresh-mex chain includes a limited-time menu item and a competition encouraging fellow students to rack up rewards points.

The partnership is the fulfillment of a goal Carr shared less than a year after committing to Notre Dame in 2022, when he identified Chipotle as his dream NIL partner.

On the menu, Carr's Double Chicken Bowl features double portions of Pollo Asado, white rice, black beans, cheese, lettuce and light tomatillo-red chili salsa. The partnership also ties into Chipotle U, the restaurant chain's rewards program exclusively for college students. Verified members receive 1,000 bonus points upon enrollment and earn 20% more points on every purchase.

Carr is challenging fellow Notre Dame students to compete for the top spot in Chipotle U Valedictorian, with the rankings determined through the rewards program.

"I was already a top 1% Chipotle customer this summer, but I wasn't signed up for Chipotle U, so I was definitely leaving some points on the field," Carr said in a statement.

"Now that I'm in, I'm going for that No. 1 spot. There are a lot of Chipotle fans on campus, so I know they're going to make me earn it."

Students can participate by joining Chipotle U Rewards and ordering through the Chipotle app or website, or by scanning their Chipotle U membership card when ordering at a restaurant. The competition ends Dec. 31, 2026. The three students with the highest rankings will be named Chipotle U Valedictorians and receive a year of free burritos and a signed Carr jersey.

Chipotle, headquartered in Newport Beach, California, operates more than 4,200 restaurants across the United States, Canada, the U.K., France, Germany and the Middle East.