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Pedigree backing the Bulldogs

Western Bulldogs are proud to announce that current Coaches Partner PEDIGREE® has become the Club’s first ever back top of guernsey partner.

The Western Bulldogs are proud to announce that current Coaches Partner PEDIGREE® has become the Club’s first ever back top of guernsey partner.

The announcement was made on the eve of the Bulldogs’ first game of the 2021 AFL season – a Friday night clash with Collingwood at the MCG.

“2020 was a challenging year for all businesses and fans across Australia, and PEDIGREE® came on board as the coaches partner a year ago, as Melbourne was about to go into lockdown,” said Western Bulldogs Chief Commercial Officer Nick Truelson.

“The partnership has gone from strength-to-strength over the last 12 months, and the back top of guernsey branding is a fantastic boost to the Club with the season about to kick off.

“We can’t thank PEDIGREE® enough for their outstanding support of the Club through a very challenging time across the nation.  Last year we worked very closely with PEDIGREE® on some fantastic initiatives, including our member virtual cut-out program with over 1000 loyal members, and we’re looking forward to implementing more engaging content and initiatives throughout the 2021 season.

“We are very much looking forward to seeing the team run out onto the MCG with the PEDIGREE® branding across the top back of our players guernsey on Friday night, in front of 50,000 fans and one million people watching on Channel 7.”

PEDIGREE® Marketing Director Emily Dowling said: “We’re so excited to unleash the PEDIGREE® Brand on a whole new level with the Western Bulldogs in 2021.

“Bulldogs fans love their team as much as pet owners love their dogs, and we’re looking forward to bringing our passion to the game.

“The PEDIGREE® Brand believes that dogs bring out the good in us – and the Bulldogs’ legacy of giving back to their community certainly echoes our values of striving for a kinder, better-connected society.

“Our goal is to end pet homelessness by working with rescue groups and pounds to ensure that every dog finds a loving, forever home.  We hope that this partnership will shine a light on that journey.”

The Western Bulldogs and PEDIGREE® work in partnership with leading sports and entertainment agency Twenty3 to help bring the partnership to life.


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Western Bulldogs acknowledge that we reside on traditional lands of the Kulin Nation. We offer our respect to the Elders of these traditional lands, and through them to all Aboriginal and Torres Strait Islander peoples past, present and emerging.