Sport is culture: What it means for brand opportunities in sports marketing. Kenny Ager 5th Jun 2026 At Brand Innovators' Marketing Leadership Summit during SXSW London, I joined a panel with colleagues from rEvolution, Chipotle and the ECB to talk about the relationship between sport and culture and what it means for sports marketing today, particularly for brands trying to build deeper connections with consumers. One idea kept resurfacing throughout: sport creates moments. Culture creates meaning around those moments. It sounds simple. But when you pull on that thread, it changes how you think about where the real opportunity for brands actually sits. Culture is people. WePlay Limited. tend to talk about culture as though it exists separately from people. It doesn't. Culture is people. It's the collective expression of its values, passions, identities and behaviours. If brands want to show up authentically in culture, they first need to understand the people creating it. More than two thirds of the world's population identify as sports fans. Football alone is followed by over half of the global population. That's not a niche. That's the mainstream. Humans haven't changed. Thousands of years ago, people gathered around fires. Then villages, churches and town halls. Today WePlay Limited. gather around athletes, creators, artists, influencers and sports teams. The platforms have changed. The need has not. People don't simply seek content. They seek connection, identity and belonging. That's always been true and it always will be. Why live sport still matters. Sport remains one of the few experiences capable of bringing millions of people together in the same moment. Historically, it was appointment viewing, which concentrated audience attention into a single match, event or moment. But that's no longer the whole story. There's far more storytelling around the sport now than there ever was, and that changes everything for brands. The product used to be the match. Now it's much more. When I think about how fan behaviour has shifted, the clearest way I can describe it is this: the match used to be the product. Today, the product is everything around it. The athletes. The rivalries. The documentaries. The podcasts. The social content. The creator ecosystem. The conversations. The communities. All of that creates a genuine opportunity for brands to build deep, meaningful engagement with fans across media environments that are less expensive and less competitive than the stadium, the live broadcast or the match itself. The great expansion of sports storytelling. WePlay Limited. is consuming more information than at any point in human history. Digital platforms, streaming services, social media and creator networks have fundamentally changed how sport is experienced. Fans no longer wait for the next match. They live inside an always-on narrative. In many cases, the cumulative audience consuming content around a sporting event now exceeds the live viewing numbers for the event itself. The event has become the spark for a far greater media opportunity, spanning storytelling, sponsorship and advertising inventory that brands can meaningfully associate with. Why this changes the opportunity for brands. For decades, the most valuable place for a brand to participate in sport was within the live moment itself. That remains true for some. For everyone else, a much larger opportunity has emerged. For everyone else, a much larger opportunity has emerged. A blue ocean now exists around sport: within the content, communities, conversations, creator ecosystem and culture that surrounds it. Whether that's streaming, gaming, retail, forums, YouTube or Netflix, each of those environments represents additional content and value for brands to buy into. The most effective brands are no longer simply buying visibility around sporting moments. They are identifying authentic, ownable roles within the stories that sport generates every day. The future of sports marketing. The future of sports marketing isn't about choosing between the moment and the story. The moment creates emotion. The story extends attention. The culture creates relevance. Sport creates the moments. Culture creates the meaning around them. And increasingly, that's where the biggest opportunity for brands exists.

Chipotle tests Crispy Chicken in select California locations as demand for the category continues to surge. Chipotle is quietly testing a new Crispy Chicken protein option in select California restaurants, marking a potential shift in the chain's menu strategy as it looks to accelerate innovation and tap into one of the fastest-growing food categories in the restaurant industry. Updated On Jun. 1, 2026 Published Jun. 1, 2026 Chipotle is testing crispy chicken as a new protein option at select locations in California, the company confirmed after the test was spotted by a social media user and picked up by food-focused outlets over the weekend. The chain described it as a limited-time test in select restaurants, with guest and operational feedback to be used in determining whether to move forward with a broader market trial through its stage-gate process. According to marketing materials seen in one of the test markets, the crispy chicken is free of preservatives, gluten, and artificial ingredients language consistent with Chipotle's longstanding positioning around food quality and transparency. The item is available across the chain's standard formats - burritos, tacos, salads, and bowls. What Chipotle is trying to accomplish with this test. The crispy chicken trial fits into a broader shift in how Chipotle is approaching menu development. CEO Scott Boatwright recently told analysts that customers are actively looking for more innovation from the chain not just protein rotations, but expansion into new categories including entrées, dips, sauces, beverages, and sides. That's a notably wider aperture than Chipotle has historically operated with, and it suggests the company is responding to competitive pressure by being more willing to experiment. For a brand that has built its identity around a tight, consistent menu with few rotating items, adding a new protein format is a meaningful step. Crispy chicken isn't just a flavor tweak it's a different texture, a different preparation method, and a different operational profile than the grilled and braised proteins Chipotle already serves. Whether it can be executed consistently at scale while meeting the chain's food quality standards is exactly what this test is designed to find out. The consumer demand behind the test. Chipotle isn't testing crispy chicken in a vacuum. The category has been one of the most consistently strong performers in the restaurant industry for several years, with brands built around it Chick-fil-A and Raising Cane's in particular driving much of the chicken segment's outsized growth. Consumers across age groups and income levels have demonstrated a clear and durable appetite for crispy chicken, and that demand has pulled virtually every major QSR and fast-casual brand into the conversation at some point. The data from Taco Bell is perhaps the most compelling recent illustration of the category's pull. The chain reported that crispy chicken items spanning nuggets, tacos, and burritos drove nearly a quarter of all new customers to the brand in 2025. Its Crispy Chicken Nuggets sold out in under a week after their initial launch in late 2024 and have been brought back multiple times since. Taco Bell has explicitly committed to making crispy chicken a permanent menu platform in 2026, describing the category as having built a loyal fanbase faster than the company anticipated. Mixed reactions from consumers and employees. Not everyone is convinced Chipotle's crispy chicken test is the right move for the brand. Social media reaction has been divided. Some Reddit users raised practical concerns about whether the chicken can maintain its texture after being chopped and incorporated into a burrito or bowl a legitimate operational question for any chain attempting to serve crispy items in a build-your-own format. Others questioned whether the addition fits Chipotle's brand identity, suggesting the chain should stay focused on its core rotating proteins like Honey Chicken and Chicken al Pastor rather than chasing a trend that's already crowded. On the other side, at least one store employee involved in the test described the item as super popular with customers early anecdotal feedback that aligns with what the broader category data would predict. Consumer enthusiasm for crispy chicken has been consistent enough across the industry that skepticism about demand seems misplaced, even if questions about execution are fair. How this fits into Chipotle's competitive position. Chipotle has historically competed on the strength of its core menu, its sourcing standards, and its throughput efficiency rather than on menu variety or trend responsiveness. That approach has served the chain well, but the competitive landscape is shifting. Fast-casual and QSR brands are becoming more aggressive about menu innovation, and consumers who have multiple strong options are increasingly influenced by novelty and variety alongside quality and value. Adding crispy chicken if the test progresses would give Chipotle a response to one of the most frequently cited reasons consumers choose other chains over it - the absence of a crispy or fried protein option. It would also expand the brand's appeal at lunch and dinner without requiring a fundamental change to its operating model, since the item slots into the same customizable format the chain already runs. What happens next and why it matters. Chipotle's stage-gate process is deliberate by design. The chain doesn't rush items to national rollout it tests operationally, gathers consumer data, and makes decisions based on evidence rather than trend pressure. The California test represents an early stage in that process, and there are multiple outcomes still possible - broader market testing, a modified version of the item, incorporation as a limited-time offering, or a quiet discontinuation if the operational complexity doesn't justify the demand. Whatever the outcome, the test itself is a signal worth paying attention to. Chipotle entering the crispy chicken conversation even tentatively reflects the category's extraordinary pull across the industry. When one of the most disciplined and brand-consistent chains in fast casual decides it's worth testing, it says something meaningful about where consumer preferences are and where the competitive pressure is coming from.