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Boston Pizza has entered into a multi-year sponsorship agreement with Ultimate Fighting Championship (UFC) making the casual dining chain the organization's official sports bar and pizza in Canada.

Boston Pizza locations can now provide guests with "promotional opportunities, enhanced point-of-sale materials and athlete appearances, which will strengthen our brand as the premier sports destination in Canada," 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."

Boston Pizza already has a sports sponsorship strategy in place that includes partnerships with Hockey Canada as well as National Hockey League franchises in Western Canada.

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