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.
Five mascots carry traditions dating to 1922
- Georgia: Uga XI, known as Boom, continues a line of live English bulldogs that began with Uga I in 1956.
- Tennessee: Smokey, a Bluetick Coonhound, leads the Vols through the Power T in a tradition more than 70 years old.
- UConn: Three-year-old Jonathan XV carries on a line that started with Jonathan I in 1924.
- Tulsa: Golden Retriever Goldie starts her "freshman" year and will grow up with the Class of 2030.
- Washington: Eight-year-old Alaskan Malamute Dubs continues a tradition from 1922. The Seattle Sports Commission named him 2025 Mascot of the Year.
Activations span football, basketball, baseball and softball
Fans will see the partnership through game-day experiences, in-stadium promotions, athlete collaborations and tailgate activations. Football, men's and women's basketball, baseball and softball are all covered. At each school, student-athletes will create content featuring the live mascot.
Georgia and Tennessee residencies train veterinary nutritionists
The Farmer's Dog also funds small animal veterinary nutrition residencies at Georgia and Tennessee. The programs help train the next generation of Board-Certified Veterinary Nutritionists.
The five mascots join a sports roster that includes the National Football League (NFL), New York Giants running back Cam Skattebo, tennis player Jess Pegula and NASCAR champion Ryan Blaney.