The Purina Pro Plan Incredible Dog Challenge, the nation's premier canine sports competition, is returning to NBC and Peacock. Now in its 27th year, this series features top canine athletes competing in various events, such as agility, weave pole racing, freestyle flying disc, diving dog, fetch it and the popular Surf Dog competition.
The Western Regional Competition will air on September 8 at 2 p.m. ET on NBC and stream on Peacock. This event, held in Huntington Beach, California, showcases dogs from eight states competing in agility courses, performing high-flying disc routines, racing through weave poles, and diving off a 50-foot dock to set distance records in the diving dog event. The event also features the fan-favorite, Surf Dog competition, where dogs catch waves.
Eric Willis, chief marketing officer at Purina, expressed excitement about the expanded partnership with NBC, stating, "By expanding our partnership with NBC, we're able to bring our Purina Pro Plan Incredible Dog Challenge to an even broader audience of dog lovers. We can't wait for more people to tune in to see the extraordinary abilities of canine athletes from across the country, as well as the incredible bonds they share with their humans on and off the field."
The winners of the Western Regional Competition will compete against those from the Eastern Regional Competition at the National Finals, which NBC and Peacock will broadcast on December 1. This partnership adds another dimension to the collaboration between Purina and NBC Sports, which also includes the National Dog Show airing each Thanksgiving Day.
Gary Quinn, vice president, programming & general manager of owned properties at NBC Sports, highlighted the excitement around the event: "The Purina Pro Plan Incredible Dog Challenge will take viewers across the country, from Florida to California to St. Louis, showcasing the very best in canine sports, filled with top-notch storytelling and thrilling action."
2024 Purina Pro Plan Incredible Dog Challenge Schedule:
Eastern Regionals
Available to stream on Peacock
Western Regionals
Sun., Sept. 8, 2 p.m. ET
National Finals
Sun., Dec. 1, 3 p.m. ET
