ChipotleChipotle Sponsorship Proposal

June 13, 2003

Overview

ChipotleChipotle Half Marathon Relay ChallengeDescriptionBenefits

Media ProposalConfirmed Media & ValueAdditional Media Opportunities

Additional ChipotleChipotle Sponsorship Benefits

ChipotleChipotle Sponsorship Fee and Allotment RequestLevelFeeAllotment

NEW CATEGORY…NEW CATEGORY…

ChipotleChipotle Half Marathon Relay Challenge

Description-ChipotleChipotle Half Marathon Relay Challenge Four person teams run a half marathon relay

13.1 miles total Each person runs 3.278 miles/ 5.27 kilometers

Instead of a baton, runners will carry and hand-off a Chipotle Chipotle “BurritonBurriton” (a baton the size, shape and color of a wrapped Chipotle Burrito)

Chipotle will have its own award ceremony for the relay Teams will consist of the following divisions:

Corporate Male Female Mixed

Chipotle stands can be set up at each hand-off location

Benefits- ChipotleChipotle Half Marathon Relay Challenge

New category will give Chipotle ownership of an event, increasing exposure New category will add an exciting and fun team element to the marathon,

which will be directly associated with Chipotle’s name/ brand, separating Chipotle from the other marathon sponsors

Stands at each hand-off will give Chipotle the opportunity for increased sales and exposure

“BurritonsBurritons” will create a uniqueness to the event that is specifically geared to Chipotle’s branding concepts

New category will increase the opportunity for additional media exposure

to the marathon, which will increase media exposure for Chipotle New category has the potential to grow into an annual “Chipotle” event The Chipotle Half Marathon Relay Award Ceremony will give added

exposure and recognition to Chipotle-

Medals could be in the shape of a Chipotle burrito!

Media Proposal-

ESPN Radio: 10 X :60 second Chipotle advertisements with marathon trailer

Value: $750 140 X :60 second Volkswagen Mile High City Marathon spots, tagging Chipotle’s

name with the new half marathon relay category and also as an official location to pick up marathon entry forms

Value: $10,500

Total Estimated ESPN Radio Value: $11,250* DenverMix.com: 25,000 unique visitors per month. 70% between 21-30. 65% eat in

restaurants 9 times or more per month

25% of online advertisements will feature Chipotle’s new half marathon relay category

Value: $1250 Remaining 75% will feature Chipotle’s logo as the platinum sponsor of the VW Mile

High City Marathon (secondary placement behind title sponsor) Value: $3750

Total Estimated DenverMix.com Value: $5,000*

Media Proposal (cont.)-

VW Mile High City Marathon Official Magazine One full page Chipotle Advertisement

Value: $1,995 One full page Article Featuring new Chipotle Half Marathon Relay

ChallengeValue: $1,995

An additional $2000 (cash or media trade value) will be invested in print, online, television and/or radio ads to promote the new Chipotle Half Marathon Relay Challenge

Total Estimated Value: $22,240*

*estimations based on information supplied by ESPN Radio, DenverMix.com, and VW MHCM Magazine Ad price

Media Proposal (cont.)- Additional Media:

Radio: Public Relations Opportunities as presented by Ogilvy PR Worldwide, MHCM official PR agency, such as: LIVE Remotes, LIVE Interviews and Race Route News Announcements

Print: Public Relations Opportunities as presented by Ogilvy PR Worldwide (Official MHCM PR agency) such

as: Denver Rocky Mountain News, Denver Post, The Gazette (Colo. Spgs.), Daily Camera (Boulder), Coloradoan (CU Alumni), The Daily Sentinel (Grand Junction), Summit Daily News (Frisco), Greeley Tribune, ESPN The Magazine, Runner’s World, Sport Illustrated Women, Men’s Health

Rocky Mountain Sports Magazine Weekly Newsletter, distribution 6,500: VW Mile High City Marathon presented by Chipotle Proud Sponsor of Rocky Mountain Sports Magazine Weekly Newsletter Coming Sunday September 14, 2003

Westword Magazine, weekly circulation rate 110,000: 2 full-page color ads (two weeks prior to event (based on availability of funds in Event Ad budget or in-kind donation)

Rocky Mountain Sports Magazine, distribution 80,000: 1-full centerfold page color September issue (based on availability of funds in Event Ad budget)

Internet MileHighCityMarathon.com: Official website of the VW Mile High City Marathon

Marathonguide.com: Number#1 marathon website for marathon news and results

Supplementary ChipotleChipotle Sponsorship

Benefits* Title sponsor of the Chipotle Half Marathon Relay Challenge and the

Presenting Platinum sponsor of the marathon, half marathon and 5k Chipotle representation and/or exposure with the VW Mile High City

Marathon Street Team Promotional Tour. Including opportunity to do product sampling, couponing, flyers, and other approved advertising

Restaurant exclusivity Advertising rights to promote Chipotle’s affiliation with the marathon

as the Title sponsor of the Chipotle Half Marathon Relay Challenge and the Presenting Platinum sponsor of the marathon, half marathon and 5k

Chipotle “Burrito Buck” on pull tag on racers’ bib VW MHCM is open to additional suggestions...

*listed benefits are in addition to Platinum level benefits listed on Sponsor Grid

Level: PresentingPresenting PlatinumPlatinum Sponsorship Fee

$20,000 cash Guaranteed Media Value Estimated at $22,240

• 12% Exclusive Chipotle Advertisements• 24% Radio, Online, Print Advertisements/ or stories featuring the new Chipotle

Half Marathon Relay Challenge• 64% Radio, Online, Print advertisements tagging Chipotle’s name or logo in

the Platinum sponsorship position

Exposition Space Valued at $500 Measurable ROI from Couponing

$5,000 in-kind “Burrito Bucks” or Food allotment “Burrito Buck” on pull tag of racers’ bib Catered food for 300 guests at the Nike Town VIP Party For Volunteers, VIP Tent and Staff Meetings MHCM-equipped VW Promotion – Chipotle Gift Cards

ChipotleChipotle Sponsorship Fee and Allotment Request