Warner Bros. Discovery is using one of its tentpole animal, er, annual events in a major marketing push for its biggest film of the year.
The company is bringing back The Puppy Bowl for its 21st installment this year, but will use the game to bolster its upcoming DC Comics film Superman, which is meant to jumpstart James Gunn and Peter Safran’s new DC cinematic universe.
In fact, WBD says that Gunn will appear during The Puppy Bowl with his dog Ozu, who served as the inspiration for the superdog Krypto in the film. Gunn will introduce a sneak preview of Superman and deliver a “special message” to viewers.
In addition, one pup participating in the game will be awarded the “Krypto Super Play” award.
WBD, like every big entertainment company, is increasingly using ever lever at its disposal to market its top priority projects. NBCUniversal, for example, has a strategy it calls “Symphony,” which it used to great effect for last year’s Wicked.
While the connection between puppies playing football and comic book superheroes might seem strained, given the prominent role that Krypto plays in the film there is some logic at play in the move. WBD says that last year’e event 12.6 million viewers across its simulcast.
Animal Planet‘s Puppy Bowl began in 2005 as counter-programming to the Super Bowl, which is always the most-watched TV event of the year, and which other TV channels simply don’t bother program original content against.
While the format has changed over the years, it features puppy playing and “competing” with balls and toys in a custom built “stadium.” The Puppy Bowl also raises awareness for adoption.
The 2025 edition includes 142 puppies from 80 shelters, and will be simulcast not only on Animal Planet, but also on TBS, TruTV, Discovery, Max, and Discovery+. It will kick off, so to speak, at 2 p.m., with a pre-show at 1.
“Animal Planet’s Puppy Bowl serves as an annual pop culture programming event that continues to expand in reach, awareness and of course, puppies, every year,” said Howard Lee, chief creative officer of U.S. networks and president of Discovery Networks. “Win or lose, Puppy Bowl XXI will have the cutest players in the game on Sunday, February 9 and will inspire families across the country to adopt a new furry friend.”
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