According to Business Insider, "Chipotle has announced the Chipotle Challenger Series, an esports competition that will award the winners a year's worth of free food from the restaurant chain." Chris Brandt, Chipotle's Chief Marketing Officer said in a statement, "Our partnership with DreamHack allows Chipotle to become even more engrained in the esports community. This sponsorship provides the perfect platform to directly engage new and longtime loyal Chipotle fans on-site and online, and we are excited to recognize and reward possible up-and-coming talent in the space..."

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