The Farmer's Dog has taken a significant step onto a national sports stage after announcing a multi-year partnership with the NFL on Sept. 9, 2026. The move gives the human-grade dog food brand a league-first platform as the Official Pet Food Partner, with the launch campaign fronted by New York Giants running back Cam Skattebo and his senior rescue dog, Duke.
This is more than a simple sponsorship tie-up. The NFL has made clear that the partnership will sit alongside season programming, events and community initiatives, bringing the brand into the flow of the league calendar rather than limiting it to a one-off promotion. For The Farmer's Dog, it is a chance to connect its message to one of the most visible sports properties in the United States.
Why the NFL deal matters
Tracie Rodburg said the NFL is built around shared experiences and community, and that dogs are a major part of many families. She added that, as the Official Pet Food Partner, The Farmer's Dog will help the league celebrate the role dogs play in homes and communities throughout the season.
That framing matters because it shows this is not being presented as a novelty. The partnership is being positioned as a league-wide relationship that fits the NFL's broader identity and gives the brand a regular presence during the season.
The Farmer's Dog already had a relationship with the Dallas Cowboys and the Dallas Cowboys Cheerleaders, but this new announcement moves the company into a different category. It is now attached to the league itself, which is a much bigger platform and a notable milestone for a pet food company.
Cam Skattebo and Duke lead the launch
Cam Skattebo was an obvious choice to front the launch campaign. He said he has had Duke through every high and low, describing the dog as his teammate long before football became his career. He also explained that he began feeding Duke The Farmer's Dog because he wanted as many healthy years with him as possible.
Skattebo added that if the partnership gets even one more person thinking differently about what they feed their dog, that would be something he is proud to be part of. It is a straightforward message, but one that fits the emotional tone of the campaign and the brand's family-first positioning.
Jonathan Regev said people increasingly understand how what they eat affects health and performance, and that NFL players live that reality every day. He argued that the same logic applies to dogs, and said The Farmer's Dog was founded because feeding dogs had long meant choosing between different versions of the same ultra-processed food.
What comes next
The key point now is how the partnership is used across the season. With the NFL's reach extending through Super Bowl LXI, NFL Combine, NFL Draft, My Cause My Cleats, NFL Salute to Service and NFL FLAG, The Farmer's Dog has a broad runway for visibility if the league chooses to make the most of the relationship.
For the brand, the challenge will be turning that visibility into a consistent message rather than just a headline. For the NFL, it is another example of how the league continues to blend sport, family and lifestyle in ways that reach well beyond the field.
