First Compensation for Live Animal Mascot
Smokey XII, the University of Tennessee’s rescue mascot, has signed a name, image, and likeness (NIL) agreement with The Farmer's Dog, marking the first payout for a rescue mascot in collegiate athletics. The Bluetick Coonhound joins four other college mascots in a new multi-year sponsorship push with the pet food company.
The University of Tennessee announcement described Smokey XII as a two-year-old Bluetick Coonhound named Neyland, though the Knoxville News Sentinel listed him as three years old. He was found through the East Tennessee Bluetick Coonhound rescue community and made his official debut at the 2026 Orange and White spring football game on April 11.
Members of the Alpha Gamma Rho agricultural fraternity serve as Smokey XII's game-day handlers. According to reports, he has become a sensation on the sidelines, celebrating every Tennessee Volunteers score.
Partnership Details and Scope
Under the agreement, The Farmer's Dog will provide meals and treats made with human-grade ingredients. The company will also appear on campus at Neyland Stadium, tailgates, and during behind-the-scenes opportunities. The broader rollout spans football, men's and women's basketball, baseball, and softball, with student-athletes collaborating on content featuring their campus mascot.
The Farmer's Dog becomes the official pet-food partner of all five athletic departments for the next three years. The arrangement includes Georgia's Uga XI, UConn's Jonathan XV, Tulsa's Goldie, and Washington's Dubs alongside Smokey XII.
The Farmer's Dog described the arrangement as a first-of-its-kind partnership for the "era of Most Valuable Pups," noting these five dogs are the first live animal mascots compensated for their name, image, and likeness. Coverage of this five-school rollout was detailed by petfoodindustry.com.
Research Funding and Institutional Support
Beyond commercial sponsorship, the agreement includes significant academic contributions. The Farmer's Dog will fund a small-animal veterinary nutrition residency at the Knoxville campus and the University of Georgia. Additionally, the company announced an additional $10 million investment in veterinary research.
Context of the Mascot Transition
The selection of Smokey XII followed the early retirement of Smokey XI after the 2025 season. UT officials noted that his reserved temperament affected his comfort in public settings. According to news.utk.edu, Smokey XI stepped away to live with the Hudson family.
Industry Perspective
Shawn Hegan, Learfield's executive vice president of global partnerships, stated the partnership complements the fandom built around iconic mascots. He noted that the lineup includes NFL ties, Giants running back Cam Skattebo, tennis player Jessica Pegula, and NASCAR driver Ryan Blaney.