New York, December 10th, 2024. Purina, St. Louis City SC, and global experiential agency Momentum Worldwide have made their mark at the prestigious Clio Sports Awards, taking home an impressive seven accolades for the innovative Purina Club, the first-ever permanent pet-friendly seating section in a Major League Soccer (MLS) stadium.
Purina’s belief that pets and people are better together has found a new frontier in sports. As the official kit sponsor of St. Louis CITY SC, a global leader in pet care founded and headquartered in St. Louis introduced the Purina Club at CITYPARK during the club’s inaugural season to great success, selling out for the full season within days of the initial launch.
Over two years of research and development, in which Purina pet behavior scientists worked closely alongside stadium architects and planners, designed the Purina Club to be safe and enjoyable for both fans and pets alike. Purina helped guide the installation of four loges, each holding up to four people and two dogs. During the season, one of the loges turned into a programmable space for influencers — inviting some of the most popular pets on social media
to share their Purina Club matchday experience with the world and earning 28 million+ impressions and 40+ media stories.
James Robinson, Chief Creative Officer, NA at Momentum Worldwide adds “Dogs and Soccer – what is not to love? The best thing about working in experiential is that we get to measure success by people’s real-time reactions. Usually that means smiles and laughter – but for this Project we got tail wags and face licks too. Every once in a while, in marketing you get to work with brand that has a clear mission, and the courage to commit to it, not just in messaging, but in action. Purina and their commitment to pet inclusivity is one of those brands – and we couldn’t be happier, or prouder of everything we get to do together. “
The remarkable success of the Purina Club was previously recognized by MLS as Activation of the Year, and now by the Clio Sports Awards, including 2 Golds, 1 Silver, and 4 Bronzes. These awards acknowledge creative excellence in sports advertising and marketing, highlighting the innovative experience by Purina and Momentum Worldwide.
