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By Joe Toscano, Vice President, Trade & Industry Development at Purina The Power of Pet Fandom: Purina’s Partnership with U.S. Soccer Celebrates the Teammates Behind Every Team
Sports have always brought people together. Whether it’s gathering around the television, wearing team colors on game day, or cheering alongside family and friends, fandom creates powerful connections and shared experiences. For millions of Americans, there is one teammate who never misses a match, never questions a coaching decision, and is always there to celebrate a win or provide comfort after a tough loss: their pet. At Purina®, we believe pets and people are better together. That belief has guided our work for more than a century and continues to inspire new ways to celebrate the special role pets play in our lives. It is also what makes our partnership with U.S. Soccer such a natural fit. Bringing Pets into the Beautiful Game As soccer continues its rapid growth in the United States and excitement builds around the sport’s biggest moments, we saw an opportunity to ensure pets are part of the experience. As the first-ever Official Pet Care Partner of U.S. Soccer, Purina is helping bring together two incredibly passionate communities: soccer fans and pet lovers. While they may seem like distinct groups, they share a lot in common. The teams we support and the pets we love become part of our identities. They create connection, community, and a sense of belonging. Together with U.S. Soccer, we’re creating new ways for fans to celebrate alongside their pets while reinforcing the powerful role animals play in our lives. Spotlighting the Team Behind the Team One of the centerpieces of the partnership is Purina and Pro Plan’s new national campaign—For the Team Behind the Team. The campaign features U.S. Men’s National Team star Weston McKennie alongside his dogs, Lola and Sky, and celebrates the loyal companions who support us through every win, loss, and milestone. As a pet parent himself, Weston understands firsthand the role nutrition plays in helping dogs live active, healthy lives. The campaign highlights a reality familiar to pet owners everywhere—no matter how big the stage, the bond we share with our pets remains constant. Creating Retail Excitement Through Beggin’® For retailers, one of the most exciting elements of the partnership comes from Beggin’, the Official Dog Treat of U.S. Soccer. To celebrate the partnership, Beggin’ introduced limited-
edition U.S. Soccer Crest-Shaped Dog Treats, giving pet parents a fun way to include their dogs in match-day traditions. Made with real bacon and shaped like the iconic U.S. Soccer crest, the treats tap into the growing consumer desire to share cultural moments with pets. Beggin’ also launched the Beggin’ XI Contest, a nationwide search for the ultimate roster of soccer-loving dogs. The contest invited fans to showcase their dogs’ personalities and team spirit while driving engagement around both the sport and the category. Programs like these create opportunities for retailers to connect with consumers through timely, culturally relevant moments while driving excitement at shelf. A Portfolio-Wide Celebration But it doesn’t end with Beggin’. The partnership extends across our entire Purina portfolio. This summer, Purina introduced the first-ever National Pet Kit, allowing pets to show their support for the U.S. Men’s and Women’s National Teams alongside their families. Friskies® is bringing its new Certified Frisky platform to the pitch by celebrating cat-like moments of soccer brilliance and rewarding fans when the U.S. Men’s National Team scores with 1 million cans of Friskies wet
cat food over the course of the summer. Cat Chow® brought therapy cats to U.S. Soccer fan events, creating moments of calm and connection amid the energy of match day. Together, these activations demonstrate how pets are increasingly part of the cultural moments consumers care about most. A Shared Opportunity Whether it’s sports, entertainment, travel, or everyday life, pet parents are looking for new ways to include their pets in the experiences that matter to them. For retailers, that presents an opportunity to connect with shoppers through meaningful moments that strengthen the human-animal bond. If you want to get more involved in helping us bring this exciting partnership to life, reach out to your Purina representative today. At Purina, we’re proud to partner with U.S. Soccer during a transformative period for the sport in America. More importantly, we’re proud to celebrate the pets who stand beside us every day as loyal companions, devoted supporters, and teammates in every sense of the word.
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