Purina brings pet-focused programming to FIFA Fan Festival Kansas City

Purina is partnering with KC2026 to bring pet-centered programming to the FIFA Fan Festival in Kansas City this summer, including three designated Dog Days events, exclusive merchandise and a local shelter adoption initiative.

Dog Days will be held on select Sundays — June 14, June 21 and July 5, 2026 — at the event site. Pet owners who attend on those dates can receive a limited-edition, customizable Purina x KC2026 Pet Kit, including a pet soccer jersey available exclusively to Dog Days attendees. On non-Dog Days, attendees can still create a free, customized Purina x KC2026 pet bandana.

Throughout the festival, Purina's on-site activation will include free pet apparel, take-home product samples and a stadium-inspired pet booth featuring products from its dog and cat brand portfolio. An interactive experience called Leap of Paws will let attendees compare their jumps to those of different dog and cat breeds — and some soccer players.

"We are bringing the passion of soccer fans and pet lovers together for a truly one-of-a-kind experience in Kansas City," said Andrea Faccio, president and chief growth officer at Purina. "Giving fans the chance to experience the excitement of global soccer with their dogs adds to the fun and is the latest way Purina is reimagining the role of pets in sports."

Representatives from Purina, KC2026 and KC Pet Project gather with Keeper, a mixed-breed dog available for adoption through KC Pet Project. Pictured from left: Christian Rohlfing, Purina partnership marketing manager; Dr. Annie Valuska, Purina pet behaviorist; Michael Zerman, Purina partnership communications lead; Kate Meghji, KC Pet Project CEO; Pam Kramer, KC2026 CEO; and Dr. Jill Grogan, Purina veterinarian.Nestlé Purina PetCareAdoption incentive program

Purina and KC2026 are also partnering with KC Pet Project on an adoption incentive program, with Purina covering $50 per completed adoption with a goal of helping 400 shelter pets find homes during the tournament.

"KC Pet Project is proud to work with Purina to help more pets find loving homes and to share our mission with people from across Kansas City and beyond," said Kate Meghji, CEO of KC Pet Project. "As Kansas City's open-admission shelter, we care for more than 16,000 pets each year while serving as a resource for the people who love them. This collaboration gives us an incredible opportunity to connect with our community in a joyful, highly visible way and help families discover the life-changing impact of adoption."

Inside Purina's Fan Festival space, attendees can visit the Petfinder Sup(paw)ters Section, an adoption-focused area designed like a stadium trophy room where visitors can browse adoptable dogs and scan QR codes linking to shelter profiles on Petfinder. Petfinder, powered by Purina, is the largest online adoptable pet database in North America and lists nearly 11,000 animal shelters and adoption organizations across the U.S., Canada and Mexico.

"FIFA Fan Festival Kansas City is designed to be a place where global fandom meets the heart of our region, and this collaboration with Purina brings that vision to life in a uniquely Kansas City way," said Pam Kramer, CEO of KC2026. "By creating space for fans to share the experience with their pets — and by spotlighting the incredible work of local organizations supporting animal adoption — we're expanding what it means to feel welcomed and included. It's another example of how we're using this global moment to reflect our city's values of connection, compassion and belonging, while creating experiences that resonate well beyond the tournament itself."

The Kansas City activation is part of Purina's broader presence in sports partnerships. Purina is the official pet care partner of the U.S. Soccer Federation and recently launched a marketing campaign featuring U.S. Men's National Team player Weston McKennie with his dogs, Sky and Lola.

Additional details about Purina's Fan Fest presence, Dog Days programming and related resources are available at kansascityfwc26.com.