A fierce, healthy rivalry runs through Sheffield. Where some saw a fight, we saw opportunity. We know brands that lecture fans get ignored but brands that embrace the culture in the moments that already matter get noticed.  Localness and authenticity are what build brand love in sport, fans reward the voice that sounds like theirs, on their pitch, on derby day. Peace By Pizza met Blades and Owls where they already were: hungry, loyal, talking. Common-ingroup theory is simple, give two tribes one ritual and soften the hostility. We didn’t invent the conversation, we just brought pizza.