Everyone deserves pizza, and that includes the new women’s hockey league.

The Professional Women’s Hockey League (PWHL) has scored another partnership deal. Pizza Pizza has signed on to be the exclusive quick-service pizza sponsor of the fledgling sports league for its Canadian operations, including teams in Toronto, Montreal, and Ottawa.

The partnership will include broadcast spots, social activations, and a TV-visible rink board at each Canadian game.

With Pizza Pizza’s history of partnering with professional hockey teams, it’s only fair that the QSR came onboard with the PWHL – not that fairness is really the point. Still, this partnership mirrors sponsorship deals between the pizzeria and the Toronto Maple Leafs, Montreal Canadiens, Winnipeg Jets and, through its sister brand Pizza 73, the Edmonton Oilers and Calgary Flames.  

“With Pizza Pizza’s long-standing history and successful affiliation with men’s pro-level hockey, the strategic expansion of our hockey partnerships to incorporate women’s hockey at the pro level was also a natural opportunity to showcase our brand position of ‘Everyone Deserves Pizza,'” Amber Winters, senior director of marketing, Pizza Pizza tells MiC. 

“Having conversations with the PWHL over recent months, we knew that the rewards would outweigh any risks. The credibility of the league along with Canadians’ hunger for women’s sports made this opportunity incredibly exciting for Pizza Pizza,” she adds. “Pizza and sports occasions have always gone hand-in-hand, so there is an identified need to provide fans and customers with a consistent experience to build brand loyalty.

Pizza Pizza joins a growing list of sponsors who have inked deals with the PWHL, including Air Canada, Re/Max, and Rogers.