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.