The Farmer's Dog Unleashes a Fresh Take on College Sports' NIL Era with Five All-Star Live Mascots

The Farmer's Dog to celebrate UGA's Uga, Tennessee's Smokey, UConn's Jonathan, Tulsa's Goldie and Washington's Dubs, the beloved real dog mascots that are icons of their campus communities

NEW YORK, Oct. 28, 2026 /PRNewswire/ -- College sports' NIL era has produced deals for quarterbacks, point guards and some of the biggest names in college athletics. Now, the dogs are getting in on it.

The Farmer's Dog®, the leader in real, human-grade dog food, today announced partnerships with Georgia, Tennessee, UConn, Tulsa and Washington including their beloved live college dog mascots as the stars of the show: Uga of Georgia, Smokey of Tennessee, Jonathan of UConn, Goldie of Tulsa and Dubs of Washington.

The five dogs are among the most recognizable figures on their campuses. They lead teams onto the field, patrol the sidelines, pose with generations of fans and represent traditions that stretch back decades. The partnership officially brings The Farmer's Dog into that tradition as the pet food partner of all five athletic departments for the next three years. Through this partnership, The Farmer's Dog will help care for the dogs who give so much to their communities by providing them with real, human-grade meals and treats.

"The Farmer's Dog building connections with these five schools in particular just makes sense and complements the fandom that already exists with the iconic mascots at each university," said Shawn Hegan, Executive Vice President of Global Partnerships at Learfield. "We're glad to bring these partners together and create an opportunity for The Farmer's Dog to become part of traditions that already mean a lot to students, alumni and passionate college sports fans."

Meet the Class of Canines

• Uga XI | University of Georgia Bulldogs: One of the most recognizable mascots in college sports, Uga XI (aka Boom) is the latest in the University of Georgia's beloved line of live English bulldog mascots, carrying on a tradition that began with Uga I in 1956.
• Smokey | University of Tennessee Vols: The Bluetick Coonhound is a fixture of game day in Knoxville, leading the Vols through the Power T and carrying on a mascot tradition more than 70 years strong.
• Jonathan | University of Connecticut Huskies: A staple of UConn life from move-in day through graduation since Jonathan I made his debut in 1924. Today, three-year-old Jonathan XV, often joined by his older brother Jonathan XIV, represents the Huskies on campus and at some of the biggest moments in UConn sports.
• Goldie | University of Tulsa Golden Hurricane: The Golden Retriever is beginning her "freshman" year at Tulsa and will spend the next four years growing up alongside the Class of 2030.
• Dubs | University of Washington Huskies: The eight-year-old Alaskan Malamute carries on a tradition dating back to 1922, leading the Huskies onto the field before every home game. He was named 2025 Mascot of the Year by the Seattle Sports Commission.

Fans will also see the newest members of The Farmer's Dog roster throughout the season through game-day experiences, in-stadium promotions, athlete collaborations and tailgate activations spanning football, men's and women's basketball, baseball and softball. At each school, student-athletes will collaborate with The Farmer's Dog to create content featuring the school's live mascot, giving fans a behind-the-scenes look at the dogs and their personalities while connecting the brand with some of the most recognizable traditions on each campus. As The Farmer's Dog expands its presence in college sports, Altius Sports Partners is advising the brand on its collegiate strategy and working alongside Learfield on the multi-school partnership.

The Farmer's Dog's connection to college athletics also extends beyond game day. At Georgia and Tennessee, the company funds residencies for small animal veterinary nutrition that help train the next generation of Board-Certified Veterinary Nutritionists® and advance the understanding of canine nutrition.

The five dogs join a growing sports roster for The Farmer's Dog that includes the National Football League (NFL), New York Giants running back Cam Skattebo, U.S. tennis star Jess Pegula, and NASCAR champion Ryan Blaney, who share in the same belief in doing the best we can for our dogs.

Fans can learn more and follow the newest at http://thefarmersdog.com/mascots.

About The Farmer's Dog: For more than a decade, The Farmer's Dog has been setting a higher bar for pet care by providing freshly cooked and minimally processed meal plans designed to help dogs live longer, healthier lives. Our on-staff team of Board-Certified Veterinary Nutritionists®, PhD nutritionists, and veterinarians work to develop recipes packed with the nutrients dogs need, while avoiding the downsides of excess processing. Every meal is complete and balanced, made to human-grade safety standards, and delivered directly to customers' doors. For more information, visit thefarmersdog.com and follow on social media: @thefarmersdog. Contact: [email protected]

About Learfield: Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield's presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative revenue generation solutions, student-athlete marketing initiatives, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors' Cup, supporting athletic departments across all divisions.

Media Contact: [email protected]

SOURCE The Farmer's Dog