USA Enlists Sponsors for Westminster Dog Show Coverage

Feb 6, 2009  •  Post A Comment

Pedigree Food for Dogs, Toyota and Petco will sponsor USA Network’s presentation of the Westminster Kennel Club Dog Show (WKC) on Feb.9-10.
All three companies will create an integrated marketing campaign spanning on-air broadcasts and the Internet.
Returning sponsor Pedigree will incorporate its message of pet adoption through tagged tune-ins and sponsorship of the WKC and USA online homepages, including the Dog Profiler and Adoption Drive sections. Pedigree also will be featured in-show during both nights of the broadcast through custom vignettes directing viewers to Dogsrule.com.
Toyota’s sponsorship will include custom webisodes on traveling with man’s best friend featuring the Toyota Venza and WKC host David Frei.
Petco returns as a WKC sponsor with on-air tagged tune-ins and billboards.
“Working with our three partners represents more than just a creative opportunity to organically integrate their brand messaging throughout a wide variety of touch points on-air and online,” Chris McCumber, executive vice president of marketing, digital and brand strategy for USA Network, said in a statement. “We’re providing WKC viewers, who are passionate dog lovers, exclusive themed content that is entertaining, additive and relevant to their interests and passion for this perennial franchise.”


  1. Why were the two dogs excused by the judge prior to judging?
    If they won breed why were the excused for group I’ve forgotten which group it was
    Appreciate your help
    Frank Dettner

  2. Great show, wonderful coverage. Yay to the older dog having a great come back. One question concerning sponsors: I believe Swiffer Jet was also placed as an advertiser (Westminster Sponsor or Network?)during the coverage. It is my belief, that here has been substantiated documentation concerning this products use and the cause of death in both dogs and cats and therefore very surprised that this product was allowed to be aired. This apparently was not an exclusively themed advertsed show for health concious, passionate dog lovers. I could be wrong.

  3. I have the same problem…

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