Chipotle partners with Tekken 8 and returns to Evo in 2024

International food chain Chipotle Mexican Grill has announced a gaming and esports-focused partnership with fighting game franchise TEKKEN 8.

For the second year running, Chipotle will also be a presenting partner for the 2024 Evolution Championship Series (Evo) in Las Vegas.

As the game’s official partner, 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 Chipotle’s website or app.

According to a release, the food brand will have an on-site Community Lounge at Evo as well as have a ‘Chipotle Extra Match’ segment during the live broadcast. The segment is said to provide coverage opportunities for players who would not otherwise be featured on the broadcast.

Additionally, the 2024 Chipotle Challenger Series (CCS) will feature Tekken 8 as its title game. In the release, Chipotle noted that the community esports series, hosted in partnership with Sony Interactive Entertainment, is 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 4th. 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 (£15,800) prize pool.

Chris Brandt, Chief Brand Officer at Chipotle, commented on the brand’s return to Evo: “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.

“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 the game’s 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 Street Fighter 6.

Chipotle was also among the commercial partners for the Tekken World Tour.