Beggin' Named Official Dog Treat of U.S. Soccer-and It Comes With a Fun Twist

Big partnerships in sports usually center around jerseys, sponsorships or stadium naming rights. Dogs are not typically part of that conversation. But for pet parents who already know how much personality, loyalty and pure chaos a dog can bring into everyday life, the idea of combining pups with one of the country's biggest sports organizations feels oddly perfect.

That is exactly what is happening with a new announcement that blends soccer culture with dog culture in a way that feels more interactive than a typical brand deal. Instead of stopping at a title, Beggin' is turning the moment into something participatory, giving everyday dog owners a chance to see their pets take center stage in a campaign that leans into both fun and fandom. It is not just about treats. It is about turning dogs into part of the team.

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How Beggin' XI Turns Everyday Dogs Into Soccer Stars

Beggin' has officially been named the Official Dog Treat of U.S. Soccer, and the brand is celebrating with a nationwide campaign called Beggin' XI. The concept is simple in theory but clever in execution. Dog owners are invited to submit photos of their pups showing off personality, energy or what the campaign calls "soccer worthy" spirit.

From there, Beggin' will select a roster of eleven dogs to represent the ultimate squad. Think of it as a starting lineup, but instead of athletes, a group of dogs chosen for charm, presence and that unmistakable main-character energy that pet parents recognize instantly.

The campaign is not just about being selected. Every dog that enters receives something in return. Submissions come with a free bag of Beggin' treats via coupon, as well as the chance to win additional prizes tied to U.S. Soccer, including merchandise and game experiences. It adds a layer of accessibility that makes the whole thing feel less like a contest and more like a celebration of dogs across the country.

The final piece of the campaign introduces a voting element. Once the roster is set, fans will have the opportunity to vote for a Top Dog, who will win a flyaway experience to a U.S. Soccer match along with an exclusive prize package. It is a structure that mirrors real sports fandom while keeping the tone playful and low stakes.

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What makes the campaign land is how naturally it taps into something pet owners already do. People love sharing photos of their dogs. They already treat their pets like stars. Beggin' simply gave that behavior a bigger stage. So, be sure to submit your pup before May 17.

The announcement also includes the release of new U.S. Soccer Crest Bacon Flavor Dog Treats. The treats are shaped with a design inspired by the team's crest, leaning into the sports theme while staying true to what dogs actually care about: the bacon flavor that made the brand recognizable in the first place.

For pet parents who like to lean into themed toys and treats, this fits right in with the kind of products that make everyday moments feel a little more fun. It is the same appeal behind novelty items like this bacon-inspired plush from Target, which blends play with a familiar scent profile dogs tend to love.

At the same time, there has been growing interest in treats that go beyond flavor and include added benefits. Options like these bacon-style treats from Costco focus on ingredients like collagen and prebiotics, showing how the category is expanding to meet both enjoyment and wellness.

That broader shift is part of what makes a campaign like Beggin' XI work. It is not just about indulgence. It is about how pets are increasingly woven into everyday moments, from game-day routines to travel experiences.

The bigger takeaway is that this partnership reflects how pet culture continues to expand into spaces once considered strictly human. Sports, travel, and brand fandom are no longer limited to people. Dogs are part of it now, not just in the background but as participants.

And if the idea of a national roster of dogs sounds a little chaotic, that is probably the point. Soccer has always been about passion, personality and community. Bringing dogs into that mix makes it a little more fun to watch.

Related: Costco's All-in-One Dog Bottle Easily Solves a Common Problem on the Go

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This story was originally published April 29, 2026 at 2:40 PM.