According to the Montreal Gazzette, “Another corporate entity has waded into the rivalry between the Montreal Canadiens and Boston Bruins.”
“Boston Pizza, a Canadian-based company, has temporary changed the name of its 26 Montreal-area restaurants to ‘Montreal Pizza,’ the Houses of Hockey blog on Score.com reported Thursday. The Bruins and Canadiens kicked off their Eastern Conference quarter-final Thursday night. The French-language page on bostonpizza.com flashed an image of the company’s logo with the “Boston” crossed out, replaced by a handwritten “Montreal.” Below, the image reads ‘Fier partisan,’ French for ‘Proud supporter.'”
“Houses of Hockey reported that the company has taken out ads in Montreal-area papers featuring the image to tout the name change. Air Canada stepped into the Habs-Bruins fray in March, after the controversial hit by the Bruins’ Zdeno Chara on Montreal’s Max Pacioretty, threatening to pull its sponsorship agreement with the NHL if the league didn’t crack down on cheap shots.”
