Leveling-Up: Purina and U.S. Soccer Celebrate Fans and Their Pets

Just yesterday, the U.S. Soccer Foundation and Purina announced a new multi-year partnership, making the household pet-care brand the first-ever Official Pet Care Partner of U.S. Soccer in a deal that runs through 2030. The partnership comes at a key time for the sport, as the U.S. prepares to host some of the world’s most iconic soccer events over the next few years.

We love how this collab is focused on celebrating the bond between sports fans and their pets, a core part of so many families' lives. As part of the partnership, Purina has already announced a variety of initiatives, including co-branded merch, player-and-pet content, team adoption days, a “Purina Club” a pet-friendly stadium concept, and halftime performances by their "Incredible Dog Team.”

But one thing we noticed that was missing from the partnership’s announcement was any mention of the Purina Trust Fund, the philanthropic arm of the retail brand, whose mission is to “bring people and pets together, [and support] causes that help communities and environments thrive,” or the brand’s connection to the RedRover’s Purple Leash Project, which helps domestic violence shelters and service providers create pet-safe spaces.

Both of these efforts do an incredible amount of good in local communities, and we’d love to see them benefit from the spotlight created as part of the U.S. Soccer collab, too. Access to soccer equipment and coaching for kids displaced by domestic violence, for example, would make an incredible and immediate impact.

And while we know that dogs are man’s best friend, what about their feline counterparts? Maybe it’s not realistic to create cat-friendly areas in soccer stadiums, but it would also be a big miss to leave out half of the pet-owning population from these efforts.

One easy activation would be for Purina and U.S. Soccer to sponsor low-cost vaccination or spay/neuter clinics in cities hosting national team games, which would benefit all pet owners, as well as local veterinary service providers.

Or, mirroring Purina's existing partnership with the St. Louis City SC to bring a certified facility dog into the stadium to support player and staff well-being, Purina and U.S. Soccer could work in tandem with therapy cat (yes, it’s a thing) and dog training programs to provide support pets to more pro teams, and youth leagues, around the country.

Don’t get us wrong — this partnership is already top notch, and honestly, a league/pet collab of this caliber was long overdue. But by going one step further, and integrating community impact into their fan engagements, both brands could truly achieve their shared goal of “making life better for people and their pets.”