Chipotle signs first team NIL $120m deal with USC women’s basketball in partnership with…

In December 2024, Chipotle Mexican Grill announced a groundbreaking Name, Image, and Likeness (NIL) partnership with the University of Southern California (USC) women’s basketball team, marking the brand’s first team-wide NIL agreement. This collaboration underscores Chipotle’s commitment to supporting athletes and promoting healthy eating habits.

Details of the Partnership

As part of the agreement, all 15 members of the USC women’s basketball team will receive VIP cards granting them complimentary access to Chipotle’s menu items. Additionally, the team will actively participate in Chipotle’s marketing initiatives throughout the 2024-2025 season. Later in the year, the players’ preferred orders will be featured as exclusive digital menu items on the Chipotle app and website. For instance, All-American guard JuJu Watkins’ go-to order—a bowl with white rice, chicken, tomato salsa, fajita veggies, cheese, guacamole, and sour cream—will be highlighted. citeturn0search0

Chipotle’s ‘Real Food for Real Athletes’ Platform

This partnership is part of Chipotle’s “Real Food for Real Athletes” platform, launched in 2019 to provide athletes with nutritious meal options. The initiative aims to support athletes across all levels by offering proper nutrition through real food and fresh ingredients. Previous collaborations under this platform include partnerships with the U.S. men’s and women’s soccer teams, Olympic athletes ahead of the Summer Games in Paris, and approximately 1,000 scholarship and walk-on student-athletes at Ohio State University. citeturn0search0

JuJu Watkins’ NIL Achievements

JuJu Watkins, a standout player for the USC Trojans, has been recognized for her significant NIL activities. In 2024, she was named the Best NIL Athlete by Sports Business Journal, highlighting her impactful partnerships with major brands such as AT&T, Nike, Gatorade, Nerd Wallet, Funko, and Celsius. Notably, Watkins became State Farm’s second-ever NIL athlete, following Caitlin Clark, and has appeared in national TV spots alongside Jake from State Farm. citeturn0search5

Impact and Significance

This partnership between Chipotle and the USC women’s basketball team represents a significant milestone in collegiate athletics, emphasizing the growing importance of NIL deals in supporting athletes and promoting healthy lifestyles. By collaborating with the entire team, Chipotle not only provides nutritional support but also fosters a sense of community and teamwork among the athletes.

For a behind-the-scenes look at this historic collaboration, you can watch the following video:

videoBehind the Scenes of the FIRST-EVER Team NIL Collab with Chipotle!turn0search4