Boston Pizza and UFC Canada enter into sponsorship agreement

July 20, 2011

Canada’s number one casual dining brand and sports bar, Boston Pizza, has entered into a multi-year sponsorship agreement with UFC Canada. Its the first major marketing partnership for the UFC in Canada.

Via Showdown Joe:

This new agreement gives Boston Pizza locations in Canada the opportunity to provide guests with an enhanced UFC experience when watching Pay-Per-View events at participating restaurant locations across the country.  As the official sports bar and pizza of the UFC in Canada, Boston Pizza also gains premium access to tickets and other unique experiences available only at Boston Pizza.

The pizza chain has been showing UFC PPVs for years. Boston Pizza’s executive VP of marketing, Steve Silverstone, stated that the UFC fit in with its core demographic of “dads and dudes.”

Boston Pizza is also an active sponsor of Hockey Canada, the NHL and NFL.

(H/t: Marketing Mag Canada)

Payout Perspective:

Its a little surprising that the UFC has not had more partnerships in Canada especially since the sport is almost as popular as hockey. This is a good partnership as Boston Pizza shows UFC PPVs and the UFC can take advantage of this through various promotions and giveaways during showings of its PPVs. The partnership will enable the UFC to market to its demographic and for Boston Pizza to associate itself with the UFC.

8 Responses to “Boston Pizza and UFC Canada enter into sponsorship agreement”

  1. Steve on July 21st, 2011 5:58 AM

    BOSTON Pizza?

    Did they just pick a random American metropolis to name their company after? Because, to the best of my knowledge, Boston is not particularly well known for it’s pizza.

    Sometimes I just don’t understand those wacky Canadians.

  2. Machiel Van on July 21st, 2011 6:55 AM


    Gus Agioritis, the founder, was a Greek immigrant who arrived in Edmonton, Canada in 1964. He though the incredible popularity of the Boston Bruins and the Boston Red Sox at the time would make the restaurant stand out. It was very successful so he was probably right. He described it as “a Canadian company with an American name operated by Greeks serving Italian food.”

    I’m a bit of a history geek.

  3. Steve on July 21st, 2011 8:30 AM

    Thanks for the explanation

  4. Jack Frost on July 21st, 2011 10:59 AM

    What’s the American equivalent of Boston Pizza?

  5. Charles on July 21st, 2011 12:44 PM

    You’re basing on what when you say: “the sport is almost as popular as hockey”?

  6. edi on July 21st, 2011 5:10 PM

    I know a US citizen residing in Melbourne, Australia- the 2nd largest Greek community in the world running 3 full time MMA centres teaching MuayThai & Brasilian Jiu Jitsu, yet at 1 time he ran 4 pizzerias there. In addition he was born & raised in Boston, Massachusetts of Hungarian heritage. He will be in the crowd for Hendo v Fedor…..USA v Russia in Chicago ….Pride Legends. He informs me he will dine at Portillos on an “Italian Beef”.
    Global Village.
    Hot Dogs, Apple Pie, & MMA.

  7. Mikeeeeee on July 25th, 2011 3:11 AM

    Boston pizza is kind of like Olive Garden (food wise) but is part sports bar at the same time, which makes it a bit better than crappy Olive Garden.

  8. Mikeeeeee on July 25th, 2011 3:14 AM

    Oh, and MMA is nowhere near hockey in Canada LOL!! I would put MMAs popularity in Canada around the same level as NFL..maybe less.

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