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The Farmer’s Dog announced a three-year partnership with the athletic departments of Georgia, Tennessee, UConn, Tulsa and Washington. The deal includes meals and treats for each school’s live dog mascot, plus student-athlete content and game-day promotions.
The Farmer’s Dog has signed a three-year partnership with the athletic departments of Georgia, Tennessee, UConn, Tulsa and Washington, putting each school’s live dog mascot at the center of the pet-food company’s college sports promotions. The company said it will provide real, human-grade meals and treats for Uga, Smokey, Jonathan, Goldie and Dubs, while the schools’ student-athletes will help produce content featuring the dogs.
The five mascots are Uga XI of Georgia, Smokey of Tennessee, Jonathan XV of UConn, Goldie of Tulsa and Dubs of Washington. Under the agreement, The Farmer’s Dog becomes the pet food partner of all five athletic departments for the next three years. The announcement does not specify how much food or how many treats each dog will receive.
The company said fans will encounter the mascots in game-day experiences, in-stadium promotions, athlete collaborations and tailgate activations across football, men’s and women’s basketball, baseball and softball. Student-athletes at each school are expected to collaborate on content that offers fans a behind-the-scenes look at the mascots and their personalities.
The dogs represent traditions with different histories. Georgia’s Uga line began in 1956; Tennessee describes Smokey’s mascot tradition as more than 70 years old. UConn’s Jonathan tradition dates to 1924, while Washington’s dates to 1922. Tulsa’s Goldie is beginning her freshman year and is expected to grow alongside the university’s Class of 2030.
Mascots Become Brand Partners
The agreement gives The Farmer’s Dog a presence across five athletic departments and several sports, linking its brand to well-known campus traditions rather than relying only on conventional athlete endorsements. The mascots’ roles in game days and campus life give the company opportunities to reach students, alumni and other fans through events and content.
The arrangement also reflects how college sports marketing can extend beyond players. The company’s announcement frames the dogs as the stars of the campaign, alongside collaborations with student-athletes. The specific financial terms and any compensation or other benefits for the universities were not disclosed, so the scale of the deal cannot be assessed from the announcement alone.
The company also said its college athletics work includes funding residencies in small-animal veterinary nutrition at Georgia and Tennessee. Those programs are separate from the mascot partnership’s promotional activity, though both connect the company with canine care and nutrition.
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Five Schools, Five Dog Traditions
The agreement spans Georgia, Tennessee, UConn, Tulsa and Washington, with each school’s live dog mascot included. Georgia’s Uga XI, also known as Boom, is the latest in a line of English bulldogs. Tennessee’s Smokey is a Bluetick Coonhound who leads the Volunteers through the Power T on game days.
UConn’s current mascot is three-year-old Jonathan XV, who is sometimes joined by his older brother, Jonathan XIV. Tulsa’s Golden Retriever, Goldie, is starting her first year at the university. Washington’s eight-year-old Alaskan Malamute, Dubs, leads the Huskies onto the field before home games; the announcement says he was named 2025 Mascot of the Year by the Seattle Sports Commission.
Learfield, which works with college athletic programs and brand partners, helped bring the schools and company together. The announcement says Altius Sports Partners is advising The Farmer’s Dog on its college strategy and working alongside Learfield on the multi-school deal.
“The Farmer’s Dog building connections with these five schools in particular just makes sense and complements the fandom that already exists with the iconic mascots at each university.”
— Shawn Hegan, Learfield’s executive vice president of global partnerships
Deal Terms Still Undisclosed
The announcement does not disclose the financial value of the agreement, whether the schools or mascots receive compensation beyond the stated food and treats, or how those provisions will be divided among the five programs. It also gives no schedule for individual promotions or details about how often the mascots will appear in campaign content.
The company describes its meals as human-grade and says its products are designed to support dogs’ health. Those are company statements; the partnership announcement does not provide independent evidence about health outcomes for the five mascots. The schools’ and company’s precise commitments, beyond the broad promotional plans and food support described, remain unclear.
Promotions Roll Out During Seasons
The company says fans will see the five mascots in activations throughout the season, including tailgates, in-stadium promotions and student-athlete collaborations. The announced partnership is set to run for three years, but the release does not provide dates for its first campaign appearances or a calendar of events.
Further details may emerge from the participating schools or The Farmer’s Dog as promotions begin. For now, the confirmed elements are the three-year arrangement, food and treats for the mascots, and planned marketing activity across several college sports.
Key Questions
Which college mascots are included in the partnership?
The deal features Uga XI of Georgia, Smokey of Tennessee, Jonathan XV of UConn, Goldie of Tulsa and Dubs of Washington.
How long will the partnership last?
The Farmer’s Dog says it is the pet food partner of the five athletic departments for three years. The announcement does not give specific start and end dates.
What will the mascots do as part of the deal?
The company says the mascots will feature in game-day experiences, stadium promotions, tailgate activations and content created with student-athletes. It will also provide the dogs with meals and treats.
Does the announcement disclose the financial terms?
No. The announcement does not state the deal’s value or detail any financial arrangements with the schools.
Source: petsplusmag.com
