The Purina Club completely opens to fans on May 20 for St. Louis’ home match versus Sporting Kansas City, however preparing for the dog-friendly premium box seats began over 2 years earlier, when St. Louis-based animal food business Purina were presented as the club’s very first starting partner and package sponsor.
“When we announced Purina as a corporate partner, fans really embraced it. And what we saw in the launch and some of the activations we did around the endorsement is fans that were discovering soccer for the first time simply because they were pet lovers,” said Sebek.
“And for us, as a new club with a two-year runway, it was great. Pets were a magnet to bring people into the fold because we had so much time to teach them about the players, about the game, et cetera. So we knew, I think, really early on in the partnership announcement that pets were going to be a focal point for us just because they just make people smile.”
