International food chain Chipotle Mexican Grill has announced a partnership with the latest installment of the fighting game franchise TEKKEN 8.
For the second year running, Chipotle will be a presenting partner for the 2024 Evolution Championship Series (Evo) in Las Vegas, following the success had at the event last year. The food chain was among the commercial partners for the Tekken World Tour.
According to a release, the food brand will have an on-site Community Lounge at the event and it will be featured in the “Chipotle Extra Match” segments during the live broadcast, providing coverage opportunities for players who would not otherwise be featured on-broadcast.
Chipotle will launch a new digital menu item and give TEKKEN 8 players the opportunity to earn in-game currency through digital entrée purchases made on the website or app.
Additionally, it will sponsor the 2024 Chipotle Challenger Series (CCS) in April, hosted in collaboration with Sony Interactive Entertainment, marking the first-ever branded tournament on the PlayStation® Tournaments platform. The Grand Finals of the event will be broadcast live on the PlayStation® esports Twitch and YouTube channels on Saturday, May 4. The two winners will earn Free Chipotle for a Year, a trip to Evo 2024 in Las Vegas, and a share of the $20,000 (£15,811.80) prize pool.
“The amazing reception we received from the Fighting Game Community in 2023, notably Evo attendees cheering for our ads when they aired during the competition, has inspired us to double down on our investment in FGC,” said Chris Brandt, Chief Brand Officer at Chipotle. “Gaming is a force shaping culture, so it’s imperative that we show up in the right way for this passionate community by providing real value and access to exclusive experiences.”
After its release at the start of 2024, Tekken 8 was confirmed as a game title in the Esports World Cup (EWC), becoming the second fighting game to be featured after StreetFighter 6.
