New York – October 28, 2026 -- The Farmer's Dog has become the official pet food partner of five college athletic departments for the next three years, building the deals around their live dog mascots. The schools are Georgia, Tennessee, UConn, Tulsa and Washington.

The release did not state financial terms. The partnership extends college sports' name, image and likeness (NIL) era to the mascots: Uga of Georgia, Smokey of Tennessee, Jonathan of UConn, Goldie of Tulsa and Dubs of Washington. The company will supply the dogs with human-grade meals and treats.