Pet players level up their games with new sports deals

Companies across Europe and North America are pursuing sponsorships and joint initiatives to strengthen local relationships, reach new audiences and promote their brands beyond traditional pet industry channels.

Europe

Fressnapf

The pet retailer and Krefeld Pinguine, a team in Germany’s top ice hockey league, the PENNY DEL, are launching a new partnership for the 2026/27 season. The deal brings together 2 organizations with strong ties to Krefeld, where the team is based and where Fressnapf is headquartered.

“Supporting local sport helps strengthen community life, encourages social interaction and promotes values such as teamwork, dedication and mutual respect. In many ways, sport and our shared passion for animals have similar qualities: both bring people together and create strong emotional connections,” Fressnapf tells GlobalPETS.

The retailer also extended its agreement with HSG Krefeld Niederrhein, a German professional men’s handball club based in Krefeld, North Rhine-Westphalia. The relationship, which began in 2020, will continue through the 2026/27 season.

According to Fressnapf, the partnership provides employee benefits through match tickets and club events, creating shared experiences and opportunities to strengthen engagement and team spirit beyond the workplace. Regular interactions with the club, its supporters and local stakeholders also help Fressnapf maintain close ties to the region.

Fressnapf and HSG will continue their joint commitment to animal welfare through initiatives that bring players and employees together to support local shelters and animal welfare organizations.

“Going forward, we expect the partnership to continue supporting our efforts to build brand affinity, strengthen local relationships and demonstrate our long-term commitment to the city where Fressnapf was founded and where our headquarters remain today,” the company tells GlobalPETS.

WAUDOG

WAUDOG, a Ukrainian pet care brand owned by COLLAR Company, has been named the official sponsor of FC Chernihiv in its first-ever sports partnership. The initiative has longstanding roots, as both the club and its stadium were founded by the creator of COLLAR Company and WAUDOG.

As part of the deal, WAUDOG has launched an exclusive range of pet gear and accessories featuring FC Chernihiv’s official colors and design. The move aims to broaden WAUDOG’s brand perception, increase awareness among sports fans and expand its presence beyond the traditional pet supply market into the lifestyle segment.

It also marks a shift from the company’s previous focus on traditional pet industry channels, trade shows and influencer marketing. The brand sees football as a new way to reach a broader audience in Ukraine, where the sport has strong cultural and emotional appeal.

“Transitioning this internal bond into the public sphere through football felt entirely natural. Football is the most popular and emotionally resonant sport in Ukraine. Love for animals and passion for football share the same core: they unite millions around loyalty, genuine emotion and a strong sense of community,” a WAUDOG brand representative tells GlobalPETS.

SORGAL Pet Food

Portuguese pet food producer Sorgal Pet Food, part of agro-food group Soja de Portugal, continues its support for the youth football program of Associação Desportiva Ovarense Futebol, a local club based in Ovar, about 284 km north of Lisbon.

The initiative has run for more than 6 seasons, with the company saying its support contributes to the training and development of young athletes.

Josera

In October 2025, German pet food maker Josera became an official partner of the European Handball Federation (EHF). Under the agreement, Josera had an advertising presence at the Men’s EHF EURO 2026 in January and will continue to support the Women’s EHF EURO 2026 in December.

The collaboration builds on the relationship between Josera and the EHF, which began when the company became a partner of the federation’s flagship national team event in Germany in January 2024.

“We noticed at the EHF EURO 2024 how well the ‘Josera and EHF’ match works. It’s a collaboration that’s not only fun for us, but also for the millions of handball fans across Europe,” EHF Secretary Martin Hausleitner says.

North America

The Farmer’s Dog

New York-based fresh pet food producer The Farmer’s Dog has entered a multi-year partnership with the National Football League (NFL), becoming its first-ever official pet food partner.

The partnership will include exclusive content and fan experiences around major NFL events, including Super Bowl LXI, the NFL Combine, and the NFL Draft, as well as community initiatives through programs such as My Cause My Cleats, NFL Salute to Service and NFL FLAG.

The deal launches with a campaign featuring New York Giants running back Cam Skattebo and his senior rescue dog, Duke, who are longtime customers of The Farmer’s Dog.

It also adds the NFL and Skattebo to The Farmer’s Dog’s growing roster of sports and entertainment partners, which includes NASCAR champion Ryan Blaney and US tennis player Jess Pegula. The company is also the official pet food of the Dallas Cowboys and the Dallas Cowboys Cheerleaders.

“We understand more than ever how much what we eat impacts our health and performance. NFL players live that every day, and people increasingly recognize the same is true for their dogs,” says Jonathan Regev, CEO and co-founder of The Farmer’s Dog. “This partnership gives us an incredible opportunity to show millions more people there’s a better way.”

Purina

In 2025, Purina became the first Official Pet Care Partner of U.S. Soccer, the sport’s national governing body. The agreement runs through 2030 and covers pet food, treats, supplements, litter, connected pet products and pet adoption initiatives.

The partnership runs during a major period for US soccer, including the 2026 FIFA Men’s World Cup and the 2028 Olympic Games in Los Angeles.

Marketing and fan engagement activities include a national campaign, player-and-pet content, adoption events, co-branded merchandise and retail promotions. Purina and U.S. Soccer will also develop a permanent pet-focused presence at the new Arthur M. Blank U.S. Soccer National Training Center in metro Atlanta.

Purina activated the deal through Purina Club, a pet-friendly in-stadium experience for fans and their dogs. The initiative launched at Sports Illustrated Stadium in New Jersey during the US Men’s National Team’s international friendly against Korea on 6 September. Purina’s Incredible Dog Team also performed during halftime of the team’s match against Japan in Columbus, Ohio, on 9 September.

Bocce’s Bakery

The NFL Players Association (NFLPA) once again teamed up with New York-based pet treat brand Bocce’s Bakery to launch a limited-edition collection of dog treats inspired by NFL players and their pets.

The initiative will benefit animal welfare organizations, with Bocce’s donating a portion of the proceeds from each bag sold to a nonprofit selected by the featured athletes. Beneficiaries include PAWS Chicago, Dog Gone Seattle, Street Tails Animal Rescue, Detroit Dog Rescue and Muddy Paws, which provide pet care, adoption services and other support across the US.

Blue Buffalo

General Mills pet food brand Blue Buffalo has also launched a limited-edition range of dog treats for the football season.

The collection includes football-themed Game Day Nudges, available in-store and online at participating retailers nationwide, and football-shaped Health Bars Touchdown Treats, launching nationwide on 2 November.

Nulo

Nulo is continuing its partnership with the Canadian Olympic Committee (COC) as the organization’s Official Pet Nutrition Partner under a 4-year agreement signed in 2025.

According to the pet food producer, the collaboration highlights the role pets play in the lives of elite athletes through emotional support, companionship and motivation.

The partnership extends through the Milano Cortina 2026 and Los Angeles 2028 Olympic Games. Under the agreement, Nulo will invest in Team Canada athletes to support their training and development, while athletes with dogs and cats will have access to Nulo’s pet food.