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Boston Pizza Signs Sponsorship Agreement With Ultimate Fighting Championship® Canada


TORONTO, ON – Boston Pizza International Inc. and Ultimate Fighting Championship® announced today a multi-year sponsorship agreement that makes Boston Pizza, Canada’s number one casual dining brand and sports bar, an exclusive partner of the UFC® in Canada.

“As a brand that focuses on giving our guests more of what they want, we are thrilled to be partnering with UFC Canada to give the many dedicated MMA fans who watch live events at our restaurants the best possible experience,” said Steve Silverstone, Executive Vice President of Marketing, Boston Pizza International. “The UFC has built an incredible brand with passionate fans and we’re excited to have it associated with Boston Pizza sports bars.”  

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.

“We are thrilled to bring the UFC to Boston Pizza locations all across the country,” said UFC Director of Canadian Operations Tom Wright. “Boston Pizza creates a one-of-a-kind atmosphere for its customers. Our goal is to provide UFC fans with the ultimate viewing experience and Boston Pizza is the perfect partner to further that mission.” 

“Our category exclusivity and partnership with UFC Canada will provide Boston Pizza with unique promotional opportunities, enhanced point-of-sale materials and athlete appearances, which will strengthen our brand as the premier sports destination in Canada,” said Silverstone.

This agreement was facilitated by Boston Pizza International’s sponsorship agency of record, Toronto-based S&E Sponsorship Group.

About Ultimate Fighting Championship®
Owned and operated by Zuffa, LLC, and headquartered in Las Vegas, Nev., UFC® produces over 12 UFC live Pay-Per-View events annually around the world. UFC programming is distributed in the United States on Viacom, Inc.’s Spike TV and on Comcast, Inc.’s VERSUS network. UFC programming is also distributed in Canada exclusively on Rogers Sportsnet in English and TVA Sports in French. UFC content is distributed commercially through Joe Hand Promotions in the U.S. and Canadastar in Canada. Globally, UFC programming is broadcast in over 135 countries and territories, reaching 597 million homes worldwide, in 21 different languages.

UFC® also boasts a powerful presence online, with attracting over six million unique visitors per month, while also possessing one of the most powerful social media followings in all of professional sports. To date, UFC has over five million fans on Facebook and over 250,000 followers on Twitter.  In addition, UFC President Dana White is one of the most accessible and most followed executives in sports with over 1.4 million followers on Twitter.  On January 22, 2011, UFC continued to set trends in social media, becoming the first major sports league to stream live, broadcast quality action on Facebook.

Ancillary businesses include the best-selling UFC “Undisputed” videogame franchise distributed by THQ, UFC Gym™, UFC Fight Club affinity program, UFC Fan Expo™ festivals, branded apparel, trading cards, articulated action figures and other media including best-selling DVDs and a bimonthly magazine.

About Boston Pizza
Boston Pizza International Inc. is Canada’s No. 1 casual dining brand with more than 340 restaurants in Canada. Annually, Boston Pizza serves more than 40 million guests. The company has been recognized as one of Canada’s 50 Best Managed Companies and was named one of Canada’s 10 Most Admired Corporate Cultures by Waterstone Human Capital for 2007 and 2008. Boston Pizza International Inc. is located in Richmond, B.C. and has regional offices in Mississauga, Ontario and Laval, Quebec. For more information visit .


For more information, please contact:
Steve Keogh, UFC Public Relations
416.987.4134 ext. 227 (office)
647.984.3949 (cell)
[email protected]

Perry Schwartz, Director of Communications
Boston Pizza International
[email protected]

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