The Farmer's Dog Signs 3-Year Deals With 5 College Mascot Programs
New York – October 29, 2026 -- The Farmer's Dog has become the official pet food partner of five college athletic departments for the next three years, building the deals around their live dog mascots. The schools are Georgia, Tennessee, UConn, Tulsa and Washington.
The release did not state financial terms. The partnership extends college sports' name, image and likeness (NIL) era to the mascots: Uga of Georgia, Smokey of Tennessee, Jonathan of UConn, Goldie of Tulsa and Dubs of Washington. The company will supply the dogs with human-grade meals and treats.
Learfield brokers a multi-school package with Altius advising
Learfield assembled the multi-school deal, and Altius Sports Partners is advising The Farmer's Dog on its collegiate strategy. Shawn Hegan, Learfield's Executive Vice President of Global Partnerships, said the pairing "just makes sense" given the fandom already built around each mascot.