Yum! Brands QSR Pizza Hut has signed a year-long multi-platform deal with Rogers Media-owned Sportsnet to integrate its brand across TV, print and digital.

The deal was brokered by the QSR’s media agency, MediaCom Canada and includes a weekly branded content feature called the Pizza Hut “Fan of the Night,” which will air on TV through Sportsnet Connected and in print and digital through the brand’s magazine and website, Kiera Yeates, account director, MediaCom, tells MiC. Fans can enter the contest online, with a top fan being chosen in seven sports and one fan winning a $10,000 grand prize at the end of the year.

Yeates says the company signed the integrated deal with Sportsnet because the media co offers print, digital and broadcast options and also offers more coverage of sports like NBA basketball and UFC, which index high with the QSR’s target demo of adults aged 18 to 49.