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New Tractor Supply Sponsorship On Display During Dog Sports Event

Tractor Supply’s new sponsorship with the American Kennel Club will be leveraged for the first time on Saturday, during the "World of Dog Sports" event on ESPN2 at 11:00am ET. ESPN does not promote the event as a dog show, but rather a competition among "elite canine athletes," as the telecast follows teams of dogs and handlers across segments featuring agility, fastest dog, diving dogs and flyball. Tractor Supply, which has 1,900 retail locations nationwide, during Saturday's event will have two 30-second spots, a branded feature, and billboards, The partnership also includes sponsor integration across the many AKC events, digital and social media assets, and pass through rights. The deal was negotiated by CSM Sport & Entertainment for AKC. Tractor Supply, which has been selling more dog food and dog accessories in recent years, and has been diversifying into pet services, including veterinary clinics. "Our biggest barrier of entry is consumers not knowing how well we service pets," said Tractor Supply VP & Divisional Merchandise Manager Nicole Logan. "This is all about new-customer acquisition, and with number of dog adoptions soaring (during the pandemic) we’re looking to become first in mind when people think of pet products. People think we sell tractors -- we actually don’t."

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