Before the heavy-hitting action on the gridiron kicks off this Sunday night, pet lovers can warm up with some paw-sitively awesome performances as Animal Planet’s Puppy Bowl XXII takes center stage on Sunday afternoon.
Airing at 2 p.m. ET and simulcasting across the Warner Bros. Discovery family of networks, including Animal Planet, Discovery, TBS, truTV, HBO Max, and discovery+, the Puppy Bowl is the original and longest‑running call‑to‑adoption television event.
ADWEEK can exclusively reveal that this year’s Puppy Bowl will feature 16 brand partners—the largest number of partners for the event thus far. Inaugural brands joining the 22nd edition of the pet-themed Super Bowl include JetBlue, Chip City Cookies, Ben & Jerry’s, Fi, Beyond Yoga, Luckables, Learning Express Toys and Gifts, and Athletic Brewing Company.
The brands join returning companies, including Best Friends Animal Society, NFL Players Association, Puppy Sphere, Pooch Perks, Grounds & Hounds Coffee Co., The USO, Valpak, and Wallis Annenberg PetSpace, as they continue to build on Puppy Bowl’s purpose-driven legacy, all in the name of providing rescue pups from all around the country the chance to find their new and best homes.
“With the support of our sixteen marketing partners, Animal Planet’s Puppy Bowl comes to life through travel activations, limited‑edition treats, community events, and adoption‑focused initiatives that extend the celebration beyond game day,” Josh Kovolenko, svp of marketing factual, Animal Planet and Discovery, said in a statement. “From JetBlue’s inflight and on‑the‑ground experiences to our continued work with Best Friends Animal Society, every partnership deepens fan engagement while supporting pet adoption efforts across the country.”
The three-hour event will see a record-breaking 150 dogs from 72 shelters across the United States, Puerto Rico, and the British Virgin Islands, as part of Team Fluff, the reigning champs, and Team Ruff.
Ensuring fair play during the event will be referee Dan Schachner, who returns for his 15th year to oversee the action. He will round up players at the Marriott Bonvoy Puppy Bowl Hotel as they get ready for the big game. Then, the action begins at Progressive Stadium, when the Pedigree starting lineup sprints through the spirit tunnel to take the field.
