The U.S. Soccer Federation is kicking off a fresh and furry chapter by announcing a new long-term partnership with pet care powerhouse Purina. The deal, revealed Tuesday, officially makes Purina the first-ever official pet care partner of U.S. Soccer, a title it will proudly hold through 2030.
A Goal for Pets and People
The partnership goes beyond branding—it’s about celebrating the bond between soccer fans and their four-legged friends. “Soccer is more than just a game, it’s a shared experience that connects players, fans, families, and, for me personally, the two dogs who are part of my own family,” said David Wright, Chief Commercial Officer of U.S. Soccer. “This partnership reflects U.S. Soccer’s commitment to building community, inspiring connection, and growing the game in unexpected and inclusive ways.”
As a longtime dog lover, Wright’s sentiment captures the heart of the initiative, which aims to include pets in the matchday experience and create new moments of connection nationwide.
What Fans Can Expect
This innovative partnership includes:
- Pet-friendly in-stadium experiences starting this fall with Purina Club activations.
- On-site pet adoption events at select matches.
- Custom content featuring players and their pets.
- Co-branded U.S. Soccer x Purina merchandise.
- Retail promotions and giveaways across the U.S.
Purina will also play a role in shaping the experience at U.S. Soccer’s upcoming Arthur M. Blank National Training Center in metro Atlanta, where plans include creating a permanent pet-friendly area.
“Together with U.S. Soccer, we will celebrate the amazing role pets play as our teammates and in supporting the mental and physical wellbeing of fans and players alike,” said Andrea Faccio, President and Chief Growth Officer of Purina.
A Pet-Friendly Kickoff
The collaboration officially kicks off on Sept. 6 at Sports Illustrated Stadium in Harrison, N.J., where the U.S. Men’s National Team (USMNT) will host Korea in an international friendly. The match will feature the first-ever “Purina Club”, an in-stadium zone designed for fans and their dogs.
Then on Sept. 10 in Columbus, Ohio, during the USMNT’s clash with Japan, Purina will bring halftime entertainment with a performance by the Purina Incredible Dog Team—an action-packed dog agility show that’s bound to bring smiles to fans of all ages.
What This Means
This move marks a creative step forward in how U.S. Soccer connects with its fan base, bringing the pet-loving community closer to the game. It also sets the stage for more inclusive fan experiences, tapping into the millions of American households that consider their pets part of the family.
Next Steps
Stay tuned for announcements on adoption event schedules, exclusive merch drops, and more exciting activations. For now, keep an eye out for the Purina Club debut on Sept. 6, and prepare for a soccer season that’s as tail-waggingly good as it is goal-scoring!
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