Nestle Purina will keep its sponsorship of the National Dog Show, which airs on NBC on Thanksgiving in the time frame between the Macy’s Thanksgiving Parade and the NFL broadcast. The National Dog Show, hosted by the Kennel Club of Philadelphia, is viewed by more than 20 million people, making the company’s multimillion-dollar commitment worthwhile.

Purina claims the majority of the championship-winning dogs are fed Purina ProPlan.

In the lead-up to Thanksgiving, Purina has launched a social media campaign where dog owners can tell the world why they are thankful for their dog.

For every original post submitted on Facebook, Twitter or Instagram through November 29 that includes @Purina and the hashtag, #dogthanking, Purina will donate one dollar to the AKC Canine Health Foundation – up to $75,000 – to help further pet health research. Submitted videos, photos and posts may be shown during the National Dog Show.

Olympic figure skater Johnny Weir kicked off the campaign by thanking his dog Tema: “Tema is my little prince, and always there wagging his tail when I get home. He brings so much joy to my life, and I am so thankful for his companionship,” Weir said of his Japanese Chin. He and fellow Olympian, Tara Lipinski, will be on special assignment to lend their distinctive presence for the first time to The National Dog Show Presented by Purina.

“Watching the National Dog Show is a treasured Thanksgiving Day tradition for Tema and me, and I’m thrilled to have an opportunity to be a part of it this year,” Weir said. “Purina and I share the belief that when pets and people are together, life is truly better, and we think a great way to demonstrate this during the Thanksgiving season is to share why we’re all thankful for our furry friends.”

TV personality John O’Hurley and expert analyst David Frei, the voice of the Westminster Kennel Club Dog Show on USA network, will host the show as more than 180 breeds vie for “Best in Show” honors in the tradition-rich Kennel Club of Philadelphia competition.