Chipotle Sponsorship Proposal

Report
Chipotle Sponsorship
Proposal
June 13, 2003
Overview

Chipotle Half Marathon Relay Challenge
Description
Benefits
 Media Proposal
Confirmed Media & Value
Additional Media Opportunities
Chipotle Sponsorship Benefits
 Chipotle Sponsorship Fee and Allotment
 Additional
Request
Level
Fee
Allotment
NEW CATEGORY…
Chipotle Half Marathon Relay Challenge
Description-
Chipotle Half Marathon Relay Challenge
 Four person teams run a half marathon relay
 13.1 miles total
 Each person runs 3.278 miles/ 5.27 kilometers
 Instead of a baton, runners will carry and hand-off a Chipotle
“Burriton” (a baton the size, shape and color of a wrapped
Chipotle Burrito)
 Chipotle will have its own award ceremony for the relay
 Teams will consist of the following divisions:




Corporate
Male
Female
Mixed
 Chipotle stands can be set up at each hand-off location
Benefits-
Chipotle Half Marathon Relay Challenge
 New category will give Chipotle ownership of an event, increasing exposure
 New category will add an exciting and fun team element to the marathon,
which will be directly associated with Chipotle’s name/ brand, separating
Chipotle from the other marathon sponsors
 Stands at each hand-off will give Chipotle the opportunity for increased
sales and exposure
 “Burritons” will create a uniqueness to the event that is specifically
geared to Chipotle’s branding concepts
 New category will increase the opportunity for additional media exposure to
the marathon, which will increase media exposure for Chipotle
 New category has the potential to grow into an annual “Chipotle” event
 The Chipotle Half Marathon Relay Award Ceremony will give added
exposure and recognition to Chipotle-
Medals could be in the shape of a Chipotle burrito!
Media Proposal ESPN Radio:
 10 X :60 second Chipotle advertisements with marathon trailer
Value: $750
 140 X :60 second Volkswagen Mile High City Marathon spots, tagging Chipotle’s name with
the new half marathon relay category and also as an official location to pick up marathon
entry forms
Value: $10,500
Total Estimated ESPN Radio Value: $11,250*
 DenverMix.com:
25,000 unique visitors per month. 70% between 21-30. 65% eat in restaurants 9 times
or more per month
 25% of online advertisements will feature Chipotle’s new half marathon relay category
Value: $1250
 Remaining 75% will feature Chipotle’s logo as the platinum sponsor of the VW Mile High
City Marathon (secondary placement behind title sponsor)
Value: $3750
Total Estimated DenverMix.com Value: $5,000*
Media Proposal (cont.) VW Mile High City Marathon Official Magazine
 One full page Chipotle Advertisement
Value: $1,995
 One full page Article Featuring new Chipotle Half Marathon Relay Challenge
Value: $1,995
 An additional $2000 (cash or media trade value) will be invested in print,
online, television and/or radio ads to promote the new Chipotle Half
Marathon Relay Challenge
Total Estimated Value: $22,240*
*estimations based on information supplied by ESPN Radio, DenverMix.com, and VW MHCM Magazine Ad price
Media Proposal (cont.) Additional Media:
 Radio: Public Relations Opportunities as presented by Ogilvy PR Worldwide, MHCM
official PR agency, such as: LIVE Remotes, LIVE Interviews and Race Route News
Announcements
 Print:

Public Relations Opportunities as presented by Ogilvy PR Worldwide (Official MHCM PR
agency) such as: Denver Rocky Mountain News, Denver Post, The Gazette (Colo.
Spgs.), Daily Camera (Boulder), Coloradoan (CU Alumni), The Daily Sentinel (Grand
Junction), Summit Daily News (Frisco), Greeley Tribune, ESPN The Magazine,
Runner’s World, Sport Illustrated Women, Men’s Health

Rocky Mountain Sports Magazine Weekly Newsletter, distribution 6,500: VW Mile
High City Marathon presented by Chipotle Proud Sponsor of Rocky Mountain Sports
Magazine Weekly Newsletter Coming Sunday September 14, 2003

Westword Magazine, weekly circulation rate 110,000: 2 full-page color ads (two
weeks prior to event (based on availability of funds in Event Ad budget or in-kind
donation)

Rocky Mountain Sports Magazine, distribution 80,000: 1-full centerfold page color
September issue (based on availability of funds in Event Ad budget)
 Internet

MileHighCityMarathon.com: Official website of the VW Mile High City Marathon

Marathonguide.com: Number#1 marathon website for marathon news and results
Supplementary
Benefits*
Chipotle
Sponsorship
 Title sponsor of the Chipotle Half Marathon Relay Challenge and the
Presenting Platinum sponsor of the marathon, half marathon and 5k
 Chipotle representation and/or exposure with the VW Mile High City
Marathon Street Team Promotional Tour. Including opportunity to
do product sampling, couponing, flyers, and other approved
advertising
 Restaurant exclusivity
 Advertising rights to promote Chipotle’s affiliation with the
marathon as the Title sponsor of the Chipotle Half Marathon Relay
Challenge and the Presenting Platinum sponsor of the marathon,
half marathon and 5k
 Chipotle “Burrito Buck” on pull tag on racers’ bib
 VW MHCM is open to additional suggestions...
*listed benefits are in addition to Platinum level benefits listed on Sponsor Grid
Chipotle Sponsorship Fee and Allotment Request
 Level: Presenting Platinum
 Sponsorship Fee
 $20,000 cash
 Guaranteed Media Value Estimated at $22,240
• 12% Exclusive Chipotle Advertisements
• 24% Radio, Online, Print Advertisements/ or stories featuring the new Chipotle
Half Marathon Relay Challenge
• 64% Radio, Online, Print advertisements tagging Chipotle’s name or logo in the
Platinum sponsorship position
 Exposition Space Valued at $500
 Measurable ROI from Couponing
 $5,000 in-kind “Burrito Bucks” or Food allotment




“Burrito Buck” on pull tag of racers’ bib
Catered food for 300 guests at the Nike Town VIP Party
For Volunteers, VIP Tent and Staff Meetings
MHCM-equipped VW Promotion – Chipotle Gift Cards

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