Endorsement deal extends partnership with the cat food brand that began in March

The cat known on the Internet as "Grumpy Cat," named Tardar Sauce, has landed an endorsement deal as the new spokescat for NestlÃ© Purina PetCare's Friskies cat food brand.

As part of this new deal, the "Grumpy Cat" will appear in an online promotion for the cat food brand, extending a partnership it began with the cat in March for its Web videos series, "Will Kitty Play With It?" The cat will also receive a Friskies lifetime achievement award at the Friskies Award show on October 15.

"Signing on Grumpy Cat for a longer-term relationship allows Friskies to work with one of the biggest stars in the space," said Friskies brand manager, Shawn Brain. "It's a win-win for everyone-especially people who love watching cat videos and cat owners who love experiencing a variety of online cat content."