Fresh Dog Food vs Kibble: The Farmer’s Dog Becomes the NFL’s First-Ever Official Pet Food Partner
Executive Summary. The Farmer’s Dog has signed a multi-year partnership with the National Football League, becoming the league’s first-ever Official Pet Food Partner. Announced on September 9, 2026, the deal will put fresh, human-grade dog food in front of millions of NFL fans through activations at the Super Bowl, NFL Combine, NFL Draft and league community programmes.
Key Facts
- Brand
- The Farmer’s Dog
- Partner
- National Football League (NFL)
- Deal type
- Multi-year official pet food partnership
- Announced
- 2026-09-09
- Launch campaign
- New York Giants RB Cam Skattebo and senior rescue dog Duke, plus Dachshund puppies Cheech and Daizy
- Activations
- Super Bowl LXI, NFL Combine, NFL Draft, My Cause My Cleats, NFL Salute to Service, NFL FLAG
What Happened
On September 9, 2026, the NFL and The Farmer’s Dog announced a landmark, multi-year agreement making The Farmer’s Dog the NFL’s first official pet food partner. The partnership launches with a campaign starring New York Giants running back Cam Skattebo and his senior rescue dog, Duke, alongside Skattebo’s Dachshund puppies, Cheech and Daizy. The spot focuses on the everyday routines and bond between Skattebo and his dogs rather than on-field action.
The agreement includes exclusive content, fan experiences and activations tied to major NFL events, including Super Bowl LXI, the NFL Combine and the NFL Draft. It also connects to league community programmes such as My Cause My Cleats, Salute to Service and NFL FLAG. The Farmer’s Dog already serves as the official pet food of the Dallas Cowboys and Dallas Cowboys Cheerleaders.
Background
The Farmer’s Dog was founded more than a decade ago to offer freshly cooked, minimally processed meal plans for dogs. The company uses board-certified veterinary nutritionists, PhD nutritionists and veterinarians to develop recipes that are complete, balanced and made to human-grade safety standards. Meals are delivered directly to customers’ doors and, since March 2026, have also been available at Walmart.
The brand has built its marketing around the emotional bond between people and their dogs. Its 2023 Super Bowl commercial, “Forever,” won USA Today’s Ad Meter and was later Emmy-nominated. The NFL partnership is the largest extension of that strategy, placing the company inside one of the most watched sports leagues in the United States.
Industry Context
The fresh dog food vs kibble debate has moved from niche pet-owner forums to mainstream retail. Fresh dog food brands argue that lower processing and human-grade ingredients lead to better health outcomes, while kibble remains dominant because of convenience, price and shelf stability. The Farmer’s Dog has funded veterinary research to support its position, including a three-year small animal nutrition residency at the University of Georgia College of Veterinary Medicine and a reported $10 million investment in veterinary research.
For the pet industry, the NFL deal is a sign that fresh dog food companies are no longer targeting only premium, urban subscribers. By partnering with the NFL, The Farmer’s Dog is positioning itself alongside mainstream consumer brands and reaching households that may never have considered fresh food before.
Market & Business Impact
The partnership gives The Farmer’s Dog a level of cultural visibility that is difficult to buy through traditional digital advertising. NFL games routinely draw tens of millions of viewers, and the league’s community programmes provide year-round touchpoints beyond the regular season. For dog food brands, this is a clear attempt to make fresh, human-grade food feel normal rather than alternative.
The deal also raises the competitive bar. Other fresh pet food manufacturers and premium dog food brands will need to decide whether to match The Farmer’s Dog’s marketing spend or differentiate through formulation, price or veterinary credibility. Veterinary clinics, in particular, may see more pet owners asking about fresh diets and how they compare with conventional kibble.
Companies & Brands Involved
The Farmer’s Dog is a private, direct-to-consumer fresh pet food manufacturer that has recently expanded into retail through Walmart. The NFL is the most valuable sports league in North America. Jonathan Regev, CEO and co-founder of The Farmer’s Dog, and Tracie Rodburg, NFL senior vice president of global partnerships, both framed the deal around the role dogs play in family life.
Data & Evidence
- Partnership announced: 9 September 2026
- Deal type: multi-year, league-wide official pet food partnership
- Launch campaign talent: New York Giants RB Cam Skattebo and rescue dog Duke
- Other NFL-linked activations: Super Bowl LXI, NFL Combine, NFL Draft, My Cause My Cleats, Salute to Service, NFL FLAG
- Existing sports sponsorship: official pet food of the Dallas Cowboys
- Research commitments: $10 million in veterinary research; University of Georgia nutrition residency
- Retail expansion: Walmart launch in March 2026
What This Means for the Pet Industry
The NFL partnership is a milestone for fresh dog food. It shows that a category once seen as a niche subscription product is now big enough to sponsor a major U.S. sports league. For the pet industry, the deal accelerates the shift of fresh food from premium fringe to mainstream consideration, and it will likely prompt more questions in veterinary clinics about how fresh diets fit into canine nutrition.
Key Takeaways
- The Farmer’s Dog is the first company to hold an official pet food partnership with the NFL.
- The deal extends The Farmer’s Dog’s sports marketing beyond its existing Dallas Cowboys sponsorship.
- The campaign uses an active NFL player and his rescue dog to frame fresh dog food as part of a healthy lifestyle.
- For the pet industry, the partnership is another signal that fresh dog food brands are moving into mainstream culture.
Frequently Asked Questions
What makes The Farmer’s Dog different from other dog food brands?
The Farmer’s Dog sells freshly cooked, minimally processed dog food made to human-grade safety standards, with recipes developed by board-certified veterinary nutritionists.
Why is the NFL partnership significant?
It is the first time the NFL has named an official pet food partner, giving The Farmer’s Dog access to one of the largest sports audiences in the United States.
What is the fresh dog food vs kibble debate?
Fresh dog food is minimally cooked and often refrigerated or delivered fresh, while kibble is heavily processed and shelf-stable. The debate centres on processing levels, ingredient quality and convenience.
Sources
- NFL Media — The Farmer’s Dog named the NFL’s first-ever Official Pet Food Partner
- dvm360 — The Farmer’s Dog becomes NFL’s first official pet food partner
- Giants Wire / USA Today — Giants’ Cam Skattebo, rescue dog Duke star in NFL’s first pet food deal
