Purina and U.S. Soccer Celebrate Our Pets

Why It Matters

The partnership leverages the growing pet‑owner market to deepen fan engagement and drive sales across retail and digital channels, while positioning Purina as a lifestyle brand within American sports culture.

Key Takeaways

• Purina launches first-ever National Pet Kit, a dog jersey matching USMNT kit
• Kit sold online, at PetSmart, US Soccer Store, and Purina TikTok Shop
• Campaign features Weston McKennie and his dogs, highlighting pet‑human bond
• Beggin' XI contest invites fans to submit dog videos for prizes
• Purina solidifies role as Pet Care Partner in five‑year US Soccer deal

Pulse Analysis

Purina’s entry into the U.S. Soccer arena goes beyond traditional sponsorship by introducing the National Pet Kit, a novelty dog jersey that mirrors the Stars jersey the men will wear at the World Cup. This product taps into the $110 billion U.S. pet market, offering fans a tangible way to include their four‑legged companions in the tournament excitement. By distributing the kit through PetSmart, the official U.S. Soccer Store and a TikTok Shop, Purina blends brick‑and‑mortar presence with social‑commerce, reaching both pet owners and soccer enthusiasts where they shop.

The brand’s new campaign, "For the Team Behind the Team," centers on midfielder Weston McKennie and his Akita and Husky, showcasing how advanced nutrition from Purina Pro Plan fuels active pets. The narrative aligns with the athlete‑focused messaging that resonates with consumers who value performance‑driven products for themselves and their animals. Video series, out‑of‑home placements and TV spots reinforce the emotional bond between fans, pets and the sport, driving awareness for Purina’s broader portfolio, including Cat Chow’s therapy‑cat pop‑ups and Beggin’ treats.

From a marketing perspective, the partnership illustrates a shift toward experiential, pet‑centric activations in sports. Contests like Beggin' XI and cat‑therapy stations at match venues create shareable moments that amplify social reach and generate earned media. As soccer’s popularity surges in the United States, Purina’s five‑year agreement positions it to capture a growing segment of fans who view pets as integral to their identity, promising sustained brand loyalty and incremental revenue across product lines.