The Farmer’s Dog is making its debut as the NFL’s pet food partner with a running back, a senior rescue dog and two Dachshunds ready to come off the bench.
The fresh pet food company signed a multiyear agreement with the NFL; this is the first time the league has had an official pet food partner. The partnership kicks off with a spot starring New York Giants running back Cam Skattebo and his senior rescue dog, Duke.
The spot traces a friendship that predates Skattebo’s NFL career, offering a glimpse of the pair away from the field. His Dachshund puppies, Cheech and Daizy, complete the lineup while representing a much earlier chapter in a dog’s life.
The spot was made in-house. JOJX was the production company, with Scott Perry directing.
The Farmer’s Dog “The Running Back’s Dog“
The deal will give The Farmer’s Dog a presence around Super Bowl LXI, the NFL Combine and the NFL Draft. It will also connect the brand with My Cause My Cleats, Salute to Service and NFL FLAG, creating opportunities beyond traditional sponsorship signage.
The brand said the NFL deal with expose “millions more dog owners to the power of real food.”
“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,” said Jonathan Regev, CEO and co-founder of The Farmer’s Dog. “We started The Farmer’s Dog because for too long, feeding your dog meant choosing between different versions of the same ultra-processed food. This partnership gives us an incredible opportunity to show millions more people there’s a better way.”
“The NFL is all about bringing people together through shared experiences and community,” said Tracie Rodburg, senior VP of global partnerships at the NFL. “Dogs are an important part of many families, and as the official pet food partner, The Farmer’s Dog will help us celebrate the role they play in our lives and communities throughout the season.”
Next up is a “TAILgate” on Sept. 13 at MetLife Stadium, where the Giants will face the Dallas Cowboys. The agreement expands The Farmer’s Dog’s sports roster, which already includes Nascar driver Ryan Blaney, tennis player Jess Pegula, the Cowboys and the Dallas Cowboys Cheerleaders.
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