Chipotle location renamed in NIL deal with Clemson University football star

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National fast casual Mexican grill chain Chipotle has inked a partnership with a Clemson University football player as part of a Name, Image and Likeness (NIL) deal.

The downtown Clemson Chipotle restaurant located at 393 College Ave. temporarily renamed its store to “Shipotle” in honor of one of its biggest superfans and Clemson running back Will Shipley, according to a news release.

In an NIL deal, compensation is paid to NCAA student-athletes to promote, partner, or represent brands.

The restaurant features new signage that pays homage to the nickname “Shipotle,” which was given to Shipley by his teammates last season after they noticed how often he eats Chipotle, the release said. The earliest the sign will come down is Monday, Sept. 25, but it may stay up longer, said a Chipotle representative. The final timing is to be determined.

“From growing up in the Charlotte area to my time in Clemson, Chipotle has always been my go-to meal,” said Shipley. “To have this validated with the ‘Shipotle’ restaurant is unbelievable, and I’m looking forward to the buzz it will help bring to campus ahead of our game this weekend.”

Shortly after the Supreme Court’s decision that allowed college athletes to profit off their name and likeness, Chipotle published a tweet on July 1, 2021, that encouraged fans to tag a college athlete that needs a Chipotle sponsorship. Shipley responded with the tweet explaining how he “loves Chipotle more than anyone else in the world,” and now, two years later, Chipotle is making his NIL dreams come true. 

“When it comes to sponsoring athletes and celebrities, we only work with the biggest Chipotle fans,” said Chris Brandt, Chipotle chief brand officer. “Will is not only a proven superfan of the brand, but his passion for our real food is worthy of temporarily naming his favorite restaurant after him—a rare feat for a one-of-a-kind student athlete.” 

Financial terms of the deal were not disclosed.