Surf’s Up for Canine Athletes in Nationwide Competition

In an exciting development for dog lovers and sports enthusiasts alike, the Purina Pro Plan Incredible Dog Challenge is set to make waves on national television. Now in its 27th year, this premier canine sports competition will showcase top dog athletes from across the country in a series of challenging events, including the crowd-pleasing Surf Dog competition.

NBC and Peacock will broadcast the Western Regional Competition on September 8, 2024, at 2 p.m. ET. Viewers can expect to see skilled canines from eight states demonstrating their prowess in agility courses, high-flying disc routines, weave pole racing, and long-distance diving from a 50-foot dock.

The competition, held in Huntington Beach, California, serves as a qualifier for the National Finals, which will take place later this year at Purina Farms near St. Louis. Winners from both the Western and Eastern Regional Competitions will face off in the finals, scheduled to air on December 1.

Eric Willis, Chief Marketing Officer at Purina, expressed enthusiasm about the expanded partnership with NBC: “We’re excited to bring the Purina Pro Plan Incredible Dog Challenge to a broader audience of dog lovers. This event not only showcases the extraordinary abilities of canine athletes but also highlights the incredible bonds they share with their humans.”

The Incredible Dog Challenge features a variety of events designed to test canine agility, speed, and skill:

Agility
Weave pole racing
Freestyle flying disc
Diving dog
Fetch it
Surf Dog competition

Here is a preview of the action:

This new television deal builds upon Purina’s existing relationship with NBC Sports, which includes the popular National Dog Show aired each Thanksgiving Day. Fans can now stream both the Incredible Dog Challenge and the National Dog Show on Peacock’s Incredible Dogs hub.

Gary Quinn, Vice President of Programming & General Manager of Owned Properties at NBC Sports, commented on the partnership: “The Purina Pro Plan Incredible Dog Challenge will take viewers across the country, showcasing the very best that canine sports has to offer, filled with top-notch storytelling and thrilling action.”

For those interested in catching all the canine action, here’s the broadcast schedule:

Eastern Regionals: Available to stream on Peacock
Western Regionals: September 8, 2024, at 2 p.m. ET on NBC and Peacock
National Finals: December 1, 2024, at 3 p.m. ET on NBC and Peacock

As dogs prepare to catch waves and navigate obstacle courses, it’s clear that the Purina Pro Plan Incredible Dog Challenge is set to make a splash in the world of sports entertainment. Whether you’re a dedicated dog lover or simply a fan of unique athletic competitions, this event promises to deliver a tail-wagging good time.