Sponsored Canines

Move over Lance Armstrong. A new age of athlete sponsorship is dawning, and it has nothing to do with humans. Zuke’s, a leader in “performance-driven” pet treats, has started sponsoring dog athletes, as the company calls them, with treats and some even get cash.

From Frisbee teams to search-and-rescue dogs, these sponsorships are covered as a part of the company’s corporate social responsibility report (CSR), released earlier this year with a goal of giving back to the communities that supports Zuke’s, whether that means financial support or free product . The program also includes environmental stewardship, community involvement, and charity facets.

Currently, Zuke’s sponsors a dozen or so dog athletes and teams, including the
Flying Houndz Frisbee Team and the La Plata County Search and Rescue Team squad in Durango, Colo.

Gear Junkie readers, are you working on your “Sponsor Me” tape for your pooch? I know I am.

—Stephen Krcmar