Industry News | June 22, 2009

Qdoba to Move into Fenway Park

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Qdoba Mexican Grill has signed a marketing and concessions agreement with the Boston Red Sox, becoming the official Mexican restaurant of the baseball franchise. The sponsorship features three main components: in-stadium marketing, external promotional rights, and in-park concessions.

“The Boston Red Sox are proud to welcome Qdoba Mexican Grill to our family of corporate partners,” said Sam Kennedy, executive vice president and chief sales and marketing officer of the Boston Red Sox. “Qdoba has been a great supporter of our sport and will be an excellent partner for the club. We look forward to working with Jeff and his team this season.”

Under the terms of the agreement, Qdoba will receive significant exposure in Fenway Park, including main scoreboard LED advertising for one-half inning and centerfield scoreboard text messages promoting Qdoba’s 18 area locations and concessions throughout Fenway Park.

The concessions deal will provide Qdoba Mexican Grill with vending rights within the ballpark and enable the fast-casual restaurant group to serve their signature products to members of Red Sox Nation throughout the baseball season. An exclusive chips and queso cart featuring Qdoba’s three-cheese queso will be located under the bleachers at Fenway Park. In addition, Qdoba’s tortilla soup will be offered in the stadium during the colder months of the season.

“We’re thrilled to enter into a relationship with one of the most prestigious franchises in all of professional sports,” said Jeff Ackerman, president and CEO of local Qdoba franchise Chair 5. “Our partnership with the Boston Red Sox is a homerun for Qdoba, but more importantly for our fans as this program allows us to better serve our loyal customers and Red Sox Nation by providing them the opportunity to experience our fresh, quality products inside the ballpark.”

Additional promotional and advertising opportunities include the rights to use the Boston Red Sox official trademark and logos in-store and in-market throughout the course of the season.
News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.