U.S. Soccer Partners with Purina as First-Ever Official Pet Care Sponsor

Historic partnership brings pet-friendly experiences to soccer fans ahead of 2026 World Cup

ATLANTA, GA and ST. LOUIS, MO, Aug. 26, 2025 — In a notable move that celebrates the deep connection between soccer fans and their furry companions, the U.S. Soccer Federation has announced Purina as its inaugural Official Pet Care Partner. The comprehensive agreement, extending through 2030, represents a significant milestone for both organizations as they prepare for major upcoming events including the 2026 FIFA Men’s World Cup and the 2028 Olympic Games in Los Angeles.

This marks the first time in U.S. Soccer’s 112-year history that the federation has partnered with a pet care company, highlighting the growing recognition of pets’ integral role in fans’ lives.

Watch: New partnership with Purina intends to make US Soccer the most pet friendly community in sports

Perfect Timing for Soccer’s Golden Era

The announcement comes at a crucial juncture for American soccer. The United States is set to co-host the 2026 FIFA World Cup alongside Canada and Mexico, with 11 American cities serving as venues for the expanded 48-team tournament from June 11 to July 19, 2026. MetLife Stadium in New Jersey will host the final match, while the U.S. Men’s National Team will play their group stage matches at SoFi Stadium in Los Angeles and Lumen Field in Seattle.

“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. “As a huge pet lover, I know firsthand the joy and connection pets bring to our lives. 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 Pet-Focused Initiatives

The partnership grants Purina exclusive rights across multiple pet care categories, including food, treats, supplements, litter, connected products, and pet adoption programs. Soccer fans can anticipate an array of pet-centered experiences, from national advertising campaigns celebrating the human-animal bond to custom content featuring players and their pets.

“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. “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.”

The collaboration will include on-site pet adoption events, co-branded merchandise, retail promotions, and specialized experiences across Purina’s extensive product portfolio. Additionally, the partners plan to integrate a permanent pet presence into the Federation’s upcoming Arthur M. Blank U.S. Soccer National Training Center in the Atlanta metropolitan area.

Immediate Activations and Stadium Experiences

Soccer enthusiasts won’t have to wait long to experience this unique partnership. During the U.S. Men’s National Team’s September 6 international friendly against South Korea, Purina will debut its innovative “Purina Club” concept at Sports Illustrated Stadium in Harrison, New Jersey. This in-stadium, pet-friendly venue allows soccer supporters to watch matches alongside their dogs.

The following Tuesday, September 10, fans attending the international friendly versus Japan in Columbus, Ohio, will witness performances by Purina’s renowned Incredible Dog Team during halftime.

Proven Track Record in Pet-Sports Integration

Nestlé Purina PetCare, founded in 1894 and now the second-largest pet food company globally, feeds approximately 46 million dogs and 68 million cats annually through brands like Purina ONE, Pro Plan, Friskies, and Tidy Cats. The company employs over 11,000 associates in the United States and maintains a team of nearly 500 scientists, veterinarians, and pet care experts.

The Purina Club concept builds on the company’s existing soccer partnerships. Purina previously established the first permanent pet-friendly stadium section in MLS history at St. Louis CITY SC’s CITYPARK, featuring four premium loges designed specifically for fans and their dogs. The company also collaborated with St. Louis CITY SC to introduce Petey, a 2-year-old English Labrador Retriever, as MLS’s first certified facility dog team pet, providing wellbeing support to players, staff, and fans.

Beyond soccer, Purina operates the 30-year-old Incredible Dog Challenge competition and recently launched “A Different Breed,” a nine-episode documentary series on Prime Video showcasing competitive canine sports. Read more about this on Pawzhub here: Amazon Prime Video to Feature Elite Canine Athletes in New Documentary Series .

Growing Pet Ownership Trends

The partnership arrives as pet ownership continues its upward trajectory in America. Purina has contributed over $150 million in the past five years to organizations focused on keeping pets and families together while supporting community and environmental initiatives. This aligns with U.S. Soccer’s broader mission to grow the sport inclusively and strengthen community connections.

The timing also coincides with soccer’s expanding popularity in the United States. Following the successful 1994 World Cup, which sparked the creation of Major League Soccer, American soccer has experienced steady growth. MLS expanded from 10 founding teams in 1996 to 30 teams with San Diego FC joining in 2025.

As the United States prepares for its most significant soccer hosting duties in over three decades, this innovative partnership between U.S. Soccer and Purina demonstrates how sports organizations are evolving to embrace fans’ complete lifestyles – including their beloved four-legged family members. The collaboration promises to enhance the soccer experience for countless Americans who consider their pets integral parts of their sporting traditions and celebrations.