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.

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Zuke’s sponsored pooch

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.

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Sponsored pooch

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

—Stephen Krcmar

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