Historic partnership celebrates the bond between soccer fans and their pets as America prepares to host the 2026 World Cup
Atlanta, GA & St. Louis, MO — In a move that perfectly captures the heart of American sports culture, the U.S. Soccer Federation has announced a groundbreaking partnership with Purina, making the pet care giant the organization’s first-ever Official Pet Care Partner through 2030.
The historic alliance comes at a pivotal moment for American soccer, as the nation prepares to host some of the world’s most prestigious sporting events, including the 2026 FIFA Men’s World Cup and the 2028 Olympic Games in Los Angeles. With global attention turning toward soccer in the United States, this unique partnership celebrates the shared values that unite both soccer fandom and pet ownership: unwavering support, boundless joy, and strong community bonds.
More Than Just a Game
“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,” explained David Wright, Chief Commercial Officer of U.S. Soccer. “As a huge pet lover, I know firsthand the joy and connection pets bring to our lives.”
Wright emphasized how the partnership reflects U.S. Soccer’s broader mission: “This partnership reflects U.S. Soccer’s commitment to building community, inspiring connection, and growing the game in unexpected and inclusive ways. Purina shares our values and brings a fresh, joyful perspective to how we engage fans and their pets, especially the four-legged ones, across the country.”
Comprehensive Partnership Scope
The collaboration grants Purina exclusive rights across multiple categories, including pet food, treats, supplements, litter, connected pet products, and pet adoption initiatives. Fans can anticipate a comprehensive experience featuring a national creative campaign celebrating the human-pet bond, custom content showcasing players and their pets, on-site adoption events, co-branded merchandise, and retail promotions.
Perhaps most significantly, Purina and U.S. Soccer will collaborate to establish a permanent pet presence at the Federation’s new Arthur M. Blank U.S. Soccer National Training Center in metro Atlanta, creating a lasting legacy for the partnership.
Celebrating Pets as Teammates
Andrea Faccio, President and Chief Growth Officer of Purina, highlighted the deeper meaning behind the alliance: “Together with U.S. Soccer, we will celebrate the amazing role pets play as our teammates and in supporting the mental and physical well-being of fans and players alike. This partnership is the newest way that Purina is combining our shared love of pets and sports with soccer fans across the country and around the world.”
Immediate Activation
The partnership will quickly come to life during the upcoming U.S. Men’s National Team matches. On September 6, during an international friendly against Korea at Sports Illustrated Stadium in Harrison, New Jersey, Purina will introduce its Purina Club concept — an innovative in-stadium, pet-friendly experience designed specifically for soccer fans and their dogs.
The following Tuesday, September 10, Purina’s renowned Incredible Dog Team will perform during halftime of the Men’s Team’s international friendly against Japan in Columbus, Ohio, showcasing the athletic abilities that pets and soccer players share.
Perfect Timing for American Soccer
The partnership arrives as U.S. Soccer enters one of the most exciting periods in its 112-year history. With the 2026 World Cup on home soil and the sport’s popularity reaching new heights across America, this alliance with Purina adds a uniquely American dimension to the beautiful game.
The collaboration recognizes something that millions of American soccer fans already know: pets are integral parts of their game-day experiences, from pre-match rituals to post-game celebrations. Whether it’s walking the dog while listening to match previews or celebrating goals with four-legged family members, pets have become unofficial teammates in the American soccer experience.
Building Community Through Shared Values
Founded in 1913, U.S. Soccer has long emphasized that soccer is “more than a sport; it is a force for good.” This partnership with Purina, a company that has spent over 130 years improving the lives of pets and their families, perfectly embodies that philosophy.
Purina’s commitment extends beyond pet care products. Over the past five years, the company has contributed more than $150 million toward organizations that bring and keep people and pets together, while also supporting community and environmental initiatives.
Looking Ahead
As the United States prepares to welcome the world for the 2026 FIFA World Cup, partnerships like this one with Purina demonstrate how American soccer is embracing the unique aspects of its culture. The alliance celebrates not just the sport itself, but the entire ecosystem of family, community, and companionship that surrounds it.
For millions of American families, soccer isn’t just about what happens on the field — it’s about the shared experiences, the community connections, and yes, the pets who are part of every celebration and consolation. This partnership ensures that those four-legged fans get the recognition they deserve as America prepares to showcase its soccer passion to the world.
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Red Bull Energy Drink Ad: “From World Cup dreams to backyard games with your best friend — Red Bull fuels the passion that unites players, fans, and their four-legged teammates. Red Bull gives you wings to soar with your pack.”
Bad Dawg Sports Sign-off: “This exclusive U.S. Soccer partnership coverage is brought to you by Bad Dawg Sports — your insider source for the stories that shape American soccer. From groundbreaking partnerships to World Cup preparations, we deliver the coverage that matters.
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