Chipotle Announces Partnership With JuJu Watkins & the USC Women’s Basketball Team

Chipotle revealed its first team-specific college NIL agreement with the University of Southern California (USC) women’s basketball team, including standout guard JuJu Watkins. This deal marks the brand’s first team NIL (name, image, likeness) contract.

A press release announced that during the 2024–2025 season, the squad will assist the fast-food giant with its marketing campaigns. Each of the 15 student players will be given a VIP card that will allow them to eat at the Mexican-American-inspired chain restaurant for free. Later this year, Chipotle will offer the players’ favorite orders as digital menu items only on the Chipotle app and Chipotle.com.

A dish of white rice, chicken, fresh tomato salsa, fajita vegetables, cheese, guacamole, and sour cream is JuJu’s favorite order for admirers who want to eat like her.

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A post shared by Juju Watkins (@jujubballin)

“We’re always training hard and staying active, so having a meal option that’s both delicious and packed with protein is perfect for recovering after workouts,” said Watkins in a statement. “Chipotle is also a great spot for the team to bond. It’s super convenient being so close to our practice facility, making it an easy go-to for us to grab a quick meal together and connect.”

Chipotle Has Creativity in Its Marketing

Last month, the fast-food chain announced its Christmas collection, which is perfect for the die-hard fan in the family.

A car napkin holder, a “water” cup candle, and cilantro soap are among the unusual presents offered. Through the brand’s inaugural Rewards Exchange Sweepstakes, Rewards members can enter to win the full set of limited-edition merchandise.

The “Water” Cup Candle is a lemonade-scented candle inspired by patrons who “accidentally” fill their water cups with lemonade while dining there, and cilantro soap is a tribute to people who find eating cilantro to taste soapy. Finally, for “fans who are known to stash stacks of Chipotle napkins in their vehicle and the many mukbangers who swear by their car being the best place to enjoy a burrito,” Chipotle designed a napkin holder for their cars.

Chris Brandt, chief brand officer at Chipotle, said, “Over the years, we’ve seen these limited edition merch drops sell out in a matter of minutes or hours and pop up on resale websites for up to five times their retail price. Now we are giving our superfans a second chance to get their hands on these coveted products that they helped inspire.”