Red Sox Ink Three-Year Sponsorship, Concessions Deal With Qdoba
Mexican food chain Qdoba has announced a three-year sponsorship and concessions agreement with the Red Sox that will include, among other assets, in-stadium signage and vendor carts at Fenway Park to sell chips, salsa, guacamole and tortilla soup. Qdoba’s agreement with Red Sox concessionaire Aramark does not call for larger items on the chain’s menu such as burritos. Qdoba and the Red Sox had discussed such a deal off and on for several years, and an agreement was finally struck in the early spring, with Qdoba now also activating with a series of in-store promotions and a Kevin Youkilis-branded burrito sold at its Boston-area locations. “We thought it was more strategic to stay out of some of the noise around the start of the season before really being out there about this,” said Jeff Ackerman, President & CEO of Qdoba franchisee Chair 5 Restaurants. “But this was something we’ve been after for years. And the Youk burrito is really important to show both the kind of passion out there for our food ... and the ability to customize your order” (Eric Fisher, SportsBusiness Journal). In Boston, Thomas Grillo reports Qdoba as part of the deal "will be advertised on the main scoreboard and centerfield scoreboard text messages will promote the chain's area locations and in Fenway Park" (BOSTON HERALD, 6/22).
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