Boston’s Pizza has a new name in Texas, but it’s not exactly a rebrand.

The chain’s three Lone Star State stores are showing their support for the Dallas Mavericks as the team squares off against the Boston Celtics in the NBA championship series. For as long as the Mavericks stick it out in the best-of seven series, the Boston’s Pizza locations will go by Dallas Pizza.

It’s a highly unusual yet savvy marketing move, particularly for a pizza/sports bar concept.

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“For the duration of this series, we are choosing to cut ties with that city out east to offer full-throated support of the Mavs,” Boston’s Pizza President Jeffrey Melnick said. “All three of our area locations—Arlington, Fort Worth and Irving—will receive new signage and will be a place for fans to gather to cheer on the Mavs as they chase their second title.”

The new signage highlights the home-state Mavs in every store. Meanwhile, customers will get 50% off their wing orders if they’re current loyalty program members or sign up to join the program.

Ironically, Boston’s Pizza doesn’t have any locations in Boston—nor in the entire state of Massachusetts. Not to mention it’s headquartered in Addison, Texas. The company spun off from the Canadian chain, Boston Pizza, when it entered the U.S. market.

Boston’s Pizza has locations in Arkansas, Arizona, California, Colorado, Florida, Georgia, Louisiana, Maryland, Michigan, Minnesota, North Dakota, Ohio, Oklahoma, South Dakota, Texas, Washington and Wyoming.