Pet food maker Pedigree is sponsoring a ‘Puppy Bowl Virtual Reality’ experience, in partnership with Animal Planet, to celebrate the upcoming Super Bowl LI game between the New England Patriots and the Atlanta Falcons.

Viewers will be able to experience a ‘pup’s-eye-view’ of the puppy’s game – between Team Ruff and Team Fluff’s adoptable pooches – through the eyes of Buttons, one of this year’s players. In addition, fans will also have access to training videos of the pups, with Hall of Fame wide receiver Jerry Rice and NFL quarterback Aaron Murray getting the little stars in shape. These videos will be aired on Animal Planet and also shown on both the Pedigree and Animal Planet social channels.

“The Pedigree brand is dedicated to helping dogs find their forever homes through adoption, and Animal Planets Puppy Bowl is a fun and playful platform to help raise awareness and support this shared cause,” said Melodie Bolin, Pedigree brand manager. “This year, Pedigree is giving viewers the total puppy experience with behind-the-scenes training videos and a virtual view of the field through Buttons eyes. We hope these adorable perspectives of the game will help pique viewers interests in bringing that puppy experience into their homes by adopting a pup of their own.”

The Puppy Bowl will premiere on Super Bowl Sunday, 5 February, from 3pm-5pm ET and 12pm-2pm PT. It will feature 78 adoptable puppies from 34 animal shelters across the US and Puerto Rico.

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