Purina Launches U.S. Soccer Marketing Push With Weston McKennie

Purina wants pets on the roster this summer.

The pet care company is stepping up its partnership with U.S. Soccer through a campaign that makes dogs and cats a part of the fan experience ahead of this summer’s competition.

At the center of the push is the first-ever "National Pet Kit," a jersey designed to mirror the official U.S. Men’s National Team uniform.

The product is now available online, at select PetSmart stores, through the Official U.S. Soccer Store, and on Purina’s TikTok Shop.

The launch arrives alongside a new campaign called "For the Team Behind the Team," featuring U.S. Men’s National Team player Weston McKennie and his dogs, Lola and Sky.

It makes the point that for a lot of people, pets are the everyday supporters behind athletes and fans alike.

"Every team needs loyal supporters, and I can't think of better teammates than the pets who stand by our fans day in and day out," said McKennie.

Purina President and Chief Growth Officer Andrea Faccio reinforced these sentiments, liking the passion of soccer fans to the passion of pet lovers. 

"The teams we support and the pets who we love are part of our identities, so bringing them together makes perfect sense," she explained. 

The campaign will run nationally across television, social media platform content, and out-of-home placements, targeting both sports fans and pet owners.

Ultimately, Purina is building a brand marketing strategy around the overlap between sports and pet ownership, especially as soccer attention ramps up globally ahead of the 2026 FIFA World Cup.

The company first became the Official Pet Care Partner of the U.S. Soccer Federation last year through a five-year agreement.

More Than Just Jerseys

Purina’s campaign isn't just about a jersey you can put on your dog.

Its Pro Plan brand partnered with McKennie for the next installment of the "Fueled By" video series, which explores how athletes approach nutrition for themselves and their pets.

The content features McKennie discussing his dogs’ diets and active lifestyle while pushing the product’s nutritional factors. 

Elsewhere, Cat Chow brought its Therapod activation to U.S. Soccer Block Parties in Atlanta earlier this year.

The setup gave attendees a chance to interact with therapy cats before matches, with former U.S. Women’s National Team player Becky Sauerbrunn also participating.

Beggin’ is also entering the mix with "Beggin’ XI," a contest hosted by actor Brendan Hunt that invites fans to submit photos of their dogs for a chance to make an eleven-dog roster inspired by soccer lineups.

Every participant receives a coupon for Beggin’ treats, while select winners can receive U.S. Soccer merchandise and match-related prizes.

Meanwhile, Friskies is using the moment to launch its "Certified Frisky" platform, pushing cats with the same instinctive unpredictability often associated with football stars.

Through all its sub-brands, it's clear Purina is trying to make pets feel naturally embedded within sports instead of adjacent to them.

Purina’s Pet-Focused Soccer Push

For sports and consumer brands, Purina teaches a lesson in how to integrate fandom into everyday household behavior, especially for pet owners: 

• Make fandom feel shared. Campaigns become more memorable when brands bring pets, families, or households into the experience.
• Emotional storytelling drives stronger brand recall. Authenticity and an honest brand story can help audiences form deeper connections with the brand over time.
• Stretch campaigns beyond one moment. Combining contests, social content, retail products, and live events keeps brands visible for longer periods.

The bigger question now is whether Purina can keep these pet-focused activations feeling fresh instead of repetitive over the next year.

Our Take: Does This Make Sports Marketing Feel More Human?

Most sports campaigns still talk to fans instead of showing how fandom actually lives inside people’s homes.

But chances are, these fans watch the broadcast right next to their furry friends. 

Purina understands this and decided to create a jersey and push the fan experience even further. 

And from a marketing perspective, the brand found a lane many sports sponsors overlook entirely.

In other news, Adidas launched its own line of pet jerseys in time for the FIFA World Cup 2026 tournament. 

Brands building campaigns around major tournaments need agencies that understand how to connect talent credibility with both consumer and retail campaign objectives.

Explore the top sports marketing agencies in our directory.