Toronto-based restaurant chain Boston Pizza International has signed an agreement to become the exclusive pizza and sports bar sponsor of the Ultimate Fighting Championship sports organization in Canada. Boston Pizza locations in Canada will offer "an enhanced UFC experience" when watching pay-per-view events at participating restaurant. The company will also have access to tickets and other experiences to offer its customers. The agreement was facilitated by Toronto-based S&E Sponsorship Group. "The UFC has built an incredible brand with passionate fans and we're excited to have it associated with Boston Pizza sports bars," said Steve Silverstone, executive vice-president of marketing at Boston Pizza. "Our category exclusivity and partnership with UFC Canada will provide Boston Pizza with unique promotional opportunities, enhanced point-of-sale materials and athlete appearances, which will strengthen our brand as the premier sports destination in Canada."
Del Monte Canada has signed a sponsorship agreement with the Canadian Soccer Association to become the organization's official fruit snack. The agreement will run until 2013. As part of the agreement, Del Monte will become an associate-level sponsor for the association, its national teams and its Nutrilite Active Start Soccer Fest events. Del Monte will have a presence at these festivals and provide product samples to participants. In addition, Del Monte has signed Women's National Team captain Christine Sinclair as a spokesperson. The company has also begun a contest in which consumers can win a soccer clinic for their club or school team with Sinclair. "This is a very exciting time to be involved with the Canadian Soccer Association," said Richard Parkinson, director of marketing for Del Monte Canada. "The Canadian National Teams are preparing for a crucial fall and winter season and garnering a lot of attention, especially just following the Women's National Team participation at the FIFA Women's World Cup Germany 2011. We look forward to supporting the national teams as well as the nearly 850,000 grassroots players across the country."