PEDIGREE Brand New NHL Sponsor of Washington Capitals
The PEDIGREE brand has announced a new sponsorship of the National Hockey League’s Washington Capitals, furthering the brand’s longstanding mission to end pet homelessness. The dog food brand is being featured at the team’s Capital One Arena with on-ice logo representation, signage, in-game ads and more. The three-year partnership officially kicked off with the team’s first home game on Friday, Jan. 22.
“As part of our longstanding mission to support pet adoption, we’ve supported local animal shelters in the Washington, D.C. area through our brand campaigns and PEDIGREE Foundation grants,” said William Clements, Global Vice President, Sponsorship & Community Events, Mars, Incorporated. “We look forward to extending our footprint in DC and working with the Washington Capitals to help further our goal of ending pet homelessness with a new audience of dog-loving hockey fans.”
“While we know Capitals fans are the most passionate fans in the world, we also know their love for dogs is even deeper,” said Jim Van Stone, President of Business Operations and Chief Commercial Officer. “We couldn’t be more excited to welcome PEDIGREE to our Washington Capitals family and know the tremendous value they bring through their mission of finding loving homes for our four-legged friends.”
The sponsorship will include a brand presence in the arena, including the PEDIGREE brand logo on the ice, signage on the Capitals’ penalty box and inclusion on the arena’s LED signage. In addition, the PEDIGREE brand will sponsor television network and digital displays, radio spots on the Washington Capitals Radio Network and the team’s digital properties, in addition to future events that celebrate our four-legged friends.
The PEDIGREE brand believes that dogs make the world a better place and is committed to helping every dog find a loving home through adoption programs and grants to shelter and rescue organizations through the PEDIGREE Foundation. The sponsorship with the Washington Capitals will help the brand encourage more consumers to consider adopting a furry friend, helping more dogs find the forever homes they deserve.