Pizza Pizza has scored a touchdown with the Winnipeg Blue Bombers, signing a multi-year deal to become the CFL team’s official pizza partner.
Under the deal, the brand is bringing its signature flavor to the Princess Auto Stadium. It’s also launching its “Score a Slice” promo, where fans can win a free slice every time the Bombers land the first touchdown. The partnership kicked off on May 24 at the Blue Bombers’ first preseason home game of the 2025 season.
Adrian Fuoco, chief marketing officer for Pizza Pizza, tells MiC that the “Score a Slice” promo has a 25-year history, originating with the Toronto Raptors. The program initially rewarded fans with a free slice when the team scored 100 points. Since then, Pizza Pizza has continued to partner with the Raptors on this initiative and has expanded it to other markets, including Vancouver, Toronto, Montreal and Winnipeg, as part of its deals with professional sports teams.
“We’ve updated it into our digital ecosystem as tickets have evolved from physical, tangible tickets to device-led,” he says. “This evolution has its advantages as we now have better tracking and increased opportunity to interact with the tens of thousands of fans who engage with the ‘Score a Slice’ program each year.”
Strengthening the program in Winnipeg was a priority for the team, as the city is a key growth market for Pizza Pizza. The partnership with the Blue Bombers also complements its existing partnership with NHL’s Winnipeg Jets, and underscores the brand’s commitment to engaging with local sports fans and showcasing its Canadian roots through active community involvement, says Fuoco.
Over the past three years, Pizza Pizza has expanded its footprint in Western Canada with over 25 new locations. This expansion has been complemented by strategic partnerships, including recent deals with the BC Lions and Vancouver Whitecaps, which have showcased the brand’s resonance with Western fans and further solidified Pizza Pizza’s presence in the region.
“We’re looking forward to bridging further continuity with key sports-viewing moments across Canadian teams, and connecting it back to our brand platform, ‘Everyone Deserves Pizza’,” Fuoco says, adding that that the company plans to continue its growth trajectory in the region.
Pizza Pizza’s collaboration with the Blue Bombers follows the introduction of a “Hockey Box” designed to resemble a hockey rink, with a built-in “hockey net” made made from a pizza prop, in January.
The initiative, launched to celebrate the QSR’s long-standing relationship with the NHL, offered fans in certain markets boxes customized with their local team’s branding, including the Toronto Maple Leafs, Winnipeg Jets and Montreal Canadiens. The packaging drew inspiration from 2019, when Pizza Pizza transformed its boxes into basketball courts, a move that boosted brand visibility and reinforced its partnership with the Toronto Raptors, according to the brand.
