Pizza Pizza has signed a multi-year partnership and is now the official pizza partner of BC Place stadium, and its affiliated teams BC Lions and Vancouver Whitecaps FC.

The partnership kicked off on June 15, during the BC Lions’ home opener, with fans attending the game being the first to try Pizza Pizza as a food option. As part of the partnership, the brand’s pizza will be available at games, concerts and other events at the stadium. In addition to selling pizzas, the restaurant chain will be activating its “Score a Slice” program, which allows customers to win a free pizza on the app if the home team hits a certain trigger. The brand will also have access to high-visibility moments throughout the stadium during broadcasts.

Amber Winters, senior marketing director for Pizza Pizza, tells Media in Canada that the deal is part of the company’s expansion strategy in British Columbia.

Pizza Pizza was introduced in Lower Mainland in 2018 and has since grown to more than 50 locations across the province. BC Place, one of Western Canada’s largest multi-use arenas, will enable it to reach a broader range of clients while increase community engagement in the province, Winters says.

“We do see a strong correlation between Pizza Pizza customers and Canadians who are engaged in sports and entertainment,” she adds. “The initial feedback after the BC Lions home opener with over 50,000 fans was extremely positive, so we are excited to deepen our engagement in the province through these high-profile properties.”

The brand has a long history of feeding sports and entertainment fans through partnerships with teams in the NHL, NBA, CFL, MLS and PWHL. Earlier this year, for example, it signed on to be the exclusive quick-service pizza sponsor of the Women’s Professional Hockey League for its Canadian operations, including teams in Toronto, Montreal and Ottawa.