It looks the pizza cutter-to-the-head segment from the Jericho vs Gage match on Dynamite did not go over very well with AEW sponsor Domino’s, who use pizza cutters to, well, cut pizzas rather than foreheads.

In a story on frontofficesports.com, Domino’s denied that it had any involvement or knowledge of the planned spot after their ad – which involved Domino’s employees cutting slices of pizzas with a pizza cutter – aired shortly after the match. Now, the popular pizza company is threatening to pull out all of its advertising from All Elite Wrestling.

“We share the concerns expressed about this incident and the content of this TV-14 rated program, and are assessing our advertising presence on it going forward,” said Domino’s spokeswoman Jenny Fouracre-Petko.

Gage, who is a popular hardcore wrestler brought his usual violence to the match and the AEW core audience ate it up. The company also promoted the slicing of Jericho’s forehead with the pizza cutter with a 12-second video on its social media.