El Monterey Makes Sports History with the First Major Pro Sports Contract for Chihuahua Athletes

This weekend, El Monterey®, the brand known as a “Full On Fiesta In Your Freezer,” is bringing their full-on fiesta philosophy to one of the world’s largest Cinco de Mayo celebrations: Denver’s Historic Civic Center Festival, with more than 350,000 attendees.

In partnership with creative agency BarkleyOKRP, El Monterey® isn’t just sponsoring Denver’s beloved Chihuahua Races. They’re making sports history—by signing the World’s First Major Pro Sports Contract for Chihuahua Athletes. These burrito-sized competitors are being paid not in cash, but in highly lucrative dog incentives, including El Monterey®-branded jerseys and seven dog-years worth of frozen burritos for the winning pups’ proud humans.

Contract details include:

- A 12% annual increase in lap-sitting opportunities
- Unconstrained sniffing rights during all walks
- A guaranteed 5% annual increase in being told they’re a “Good Boy”
- Athlete must be amenable to being depicted running in slow-motion, despite it not reflecting their true speed abilities

It’s an integrated, buzz-worthy stunt designed to merge culture, creativity, and community in a way only El Monterey® can—with tongue firmly in cheek and taquito in paw.

"We looked at some of the biggest athletes in professional sports, but ultimately, we landed on Chihuahuas,” said Berk Wasserman, EVP, creative at BarkleyOKRP. “Because they’re the only athletes who just so happen to have burrito-sized bodies and taquito-esque legs."

“At El Monterey, we take flavour seriously—but not ourselves. This sponsorship lets us celebrate Cinco de Mayo the way we know best: by bringing together craveable, easy-to-enjoy Mexican-inspired food, furry athletes, and a little over-the-top fanfare,” said Christina Brand, marketing director, Ruiz Foods. “If a Chihuahua in a branded jersey doesn’t make you smile, you might need more burritos."