Tractor Supply Company reported that it has entered into a new multi-year sponsorship agreement with the American Kennel Club (AKC).
AKC is the world’s largest purebred dog registry, an advocate for all dogs and the governing body of dog sports in the U.S. By joining forces with AKC, Tractor Supply said that it will continue to offer support and resources for dog owners of any breed.
“At Tractor Supply, we support dog owners of any breed, providing the resources they need for their pet’s health, welfare and quality of life,” said Nicole Logan, vice president, divisional merchandise manager of Tractor Supply Company. “We are proud to partner with AKC and their constituents to further engage this audience as their preferred pet shopping destination.”
Tractor Supply offers a broad array of staples and supplies for pets, including food, treats, toys, bedding, and a variety of accessories. For added convenience, Tractor Supply also offers pet owners buy online/pick up in-store, same day/next day delivery, curbside pickup, autoship, and Free standard delivery on orders of $49 or more, the retailer said.
“We are honored to work with Tractor Supply to benefit dogs and their owners,” said Dennis Sprung, president and CEO of AKC. “Throughout our 135-year history, we have been dedicated to fostering the human-canine bond and created tools and resources that help dogs and their owners lead happy and healthy lives. We are excited to continue to expand our reach and bring our sports, tools and resources to new audiences via this quality relationship.”
Part of the program calls for Tractor Supply to offer email, newsletter communications, and promotions regarding dog products and the AKC. As the “Official Rural Lifestyle Partner of AKC,” Tractor Supply will have the opportunity to connect with millions of dog owners through AKC’s integrated platforms. This includes communications through AKC’s member database and the AKC.TV digital streaming channel, in addition to commercials, event sponsorship, onsite activations, and digital support.
For televised events, Tractor Supply will be recognized as the exclusive partner of AKC in the farm, feed, and pet specialty retail categories.
In May, Tractor Supply reported that it expects a strong second quarter with sales growth of as much as 25%. Part of that equation has been driven by the company's stores remaining open as an essential retailer during COVID-19 lockdown while catering to the needs of pet owners.
Tractor Supply will release its second quarter 2020 financial results on July 23.
This partnership with AKC follows Tractor Supply’s move to launch a new exclusive line of pet food and treats in collaboration with country music star Miranda Lambert’s MuttNation.
The new “On the Farm” line carries an assortment of balanced, nutritional recipes for both dogs and cats – made with real beef or chicken and other natural ingredients. On The Farm pet food and treats are available for online purchase now and will hit store shelves on July 20.
Last year, Tractor Supply Company partnered with Lambert to create the successful MuttNation Fueled by Miranda Lambert collection of beds, toys, and gear, with proceeds supporting MuttNation Foundation’s efforts to advance the adoption of shelter pets and support animal rescues across the country.
“Developing ‘On The Farm’ felt like a natural and authentic progression to me,” Lambert said. “I live on a farm in Tennessee with nine rescue dogs, two cats, five horses, chickens, rabbits and lots of other animals – that’s actually my farm you see on the packaging. And proceeds from the sales will help shelter pets – that’s always been my main focus with MuttNation Foundation.”
Based in Brentwood, Tenn., Tractor Supply operates 1,863 stores in 49 states along with 180 Petsense stores in 26 states.