Pet brands
Pet brands meet dog owners at the ballpark
Dog Day at the Ballpark is the anchor format for pet brands. Pair it with pre-event media and community pet programs for a campaign owners remember.
Why it works
In our review of 2024 season data, 95 of the 120 MLB-affiliated clubs reported hosting dog-friendly games. That gives pet brands a ready-made way to meet owners while they are out with their dogs, rather than reaching them only on a screen or a shelf.
We build pet programs around the clubs that schedule dog-friendly games in the season you buy, then add sampling, giveaways and retail offers that turn a day out into product trial. Community pet engagement, such as shelter adoption days and rescue partnerships, can be included where the club and the partner organization agree.
95 of 120
MLB-affiliated clubs reported dog-friendly games in 2024
120
MLB-affiliated minor league baseball clubs across all classifications
Images on this page are AI-generated and illustrative. They do not show a specific club, venue, event or past campaign.
Formats
What you can include
Mix and match. We confirm every item with the club before you sign.
Video board spots
Spots in the weeks before Dog Day that announce the date and your brand, plus in-game moments featuring fans and their dogs where the club produces them.
LED boards
Rotating brand messages during the lead-up games and on Dog Day itself.
PA announcements
Reads that welcome dogs and owners and name the presenting sponsor.
Treat and product sampling
Samples for owners and their dogs at the gates, subject to venue rules.
Dog Day presenting sponsorship
Presenting recognition on the night in club promotion, PA reads and video board features.
Community pet programs
Adoption and rescue partnerships with local organizations, where the club and partner agree.
Every plan is confirmed with the club or venue before you commit. Inventory, rates and dates are subject to team approval and availability.
Illustrative program structure (not a past campaign)
A five-market Dog Day Pack
An example of how a plan could be structured, so you can see the moving parts. It does not describe a past campaign, and every element is subject to club approval.
Lead-up
Video board spots and PA reads at home games before each club's Dog Day, all using one creative set.
Dog Day
Presenting recognition, treat sampling at the gate and a branded bandana for the first dogs through the turnstile, where each club allows it.
Retail offer
A market-coded coupon that sends owners to a pet retailer partner in each market.
Report
One consolidated proof of performance report across all five markets, with the redemption counts from your systems.
Selling window
When to plan
Most dog-friendly games are at baseball parks, and clubs set their Dog Day dates when they build the promotional calendar.
Baseball
Seasons run from early April through September. Season-long packages are usually committed in the fall and winter, and 2027 baseball promotional calendars are being set now.
Hockey
Regular seasons generally run from October to April. Season packages are usually committed before the season starts; theme nights can often be added during the year.
Recommended package
Dog Day Series
The Dog Day Series is built for this category: Pack, Regional or National, each with the build-up, the day and one consolidated report.
- Built for
- Pet food, pet care, pet insurance, vet and pet retail
- Structure
- Pack (about 5 markets), Regional (10 to 15) or National (25 or more), drawn from clubs that host dog-friendly games
Core
- Pre-event video board and PA flight
- Presenting recognition on Dog Day
- Consolidated proof of performance report
Optional add-ons
- Treat sampling at the gates
- Branded giveaway
- Market-coded retail offer
- Co-sponsor slot for a family brand
Buyer questions
Frequently asked questions
Can pet programs run outside baseball?
Most dog-friendly events are at baseball games, but some clubs in other sports host pet-related nights. We check every market on your list.
Can we hand out treats?
Often, yes. Treats should be in sealed, labeled packaging, and each venue sets its own sampling, food-safety and animal rules. We confirm what is allowed in writing before anything is produced.
Do pet insurance brands need extra review?
Pet insurance is regulated as insurance by the states, so creative should go through your compliance team, and statements about coverage or pricing should match the products you offer in each state.
Is category exclusivity available?
Some clubs already have a pet food or pet retail partner for Dog Day. We identify conflicts first, and any exclusivity a club offers is written into your proposal.
How is a pet program measured?
Market-coded offers and QR codes track retail follow-through in your systems, and the club's proof of performance documents the spots, reads and activation that ran. We do not guarantee attendance.
Keep exploring
Related programs
Tell us your markets. We'll build the lineup.
Pick leagues, markets, placements and budget. Download a preliminary plan right away. A strategist then confirms clubs, dates and rates with each club.
Prefer to talk? Call (970) 289-9064