October 29, 2026
From baseball diamonds and football stadiums to soccer fields and golf links, our brands are helping to create memorable experiences for sports fans across the country. Through strong partnerships that celebrate community, culture, and connection, we’re proud to help make an impact for the people and pets who enjoy our products every day.
Bark in the Park
For the last 3 years, our Milk-Bone® and Pup-Peroni® brands have teamed up with the Cleveland Guardians to present the Bark in the Park series. These special games give attendees the unique opportunity to enjoy America’s favorite pastime alongside their favorite furry friend. Tickets include food, drink, Milk-Bone & Pup-Peroni treats, doggy swag, and the best part- a donation made to the Cleveland Animal Protective League, helping support animals in need across our community. The partnership has become a beloved tradition for dog owners and Guardians fans alike, combining a day at the ballpark with support for a meaningful local cause.
Barking Backers
Following its introduction in 2022, Barking Backers, presented by Milk-Bone®, has become the largest dog fan club in the world with over 30,000 doggy members from all 50 states and 17 countries! Barking Backers offers a way for Cleveland Browns fans to combine quality time with their canine companions with their love of football. Members enjoy exclusive merchandise, sweepstakes, themed events and special experiences that bring Browns fandom to life for dogs and their paw-rents.
As we enter year 5 anni-fur-sary, we have expanded on the partnership beyond the fan club through integrated social content, in-stadium experiences, game-day activations and giveaways. Together, these touchpoints create memorable connections between Milk-Bone, Browns fans and the dogs who are part of their families.
Between Barking Backers and Bark in the Park, we love getting to connect with the Greater Cleveland area and create memories for the Northeast Ohio community, so close to our corporate headquarters.
Little League World Series
As an official sponsor of the Little League World Series, our Uncrustables® brand made an impact both on and off the field. This year specifically, the team handed out Uncrustables-themed pins— one of the most beloved traditions at the Little Leage World Series — creating a sought-after keepsake among attendees. In addition, baseball-lovers in attendance sampled a variety of Uncrustables flavors and played our “Uncrusta-Toss” game to win exclusive swag. As the brand continues to grow and become the go-to snack for sports families everywhere, we’re grateful for the opportunity to keep players and fans fueled throughout the day, during baseball season and beyond!
Inter Miami CF
Our Café Bustelo® brand established a relationship with professional soccer club and recent Campeones Cup winner Inter Miami CF in 2022 and has since been declared the Club’s Official Coffee and Espresso. This year, the Club moved into its new stadium, and Café Bustelo made sure to keep the construction crew fueled with coffee and espresso throughout the day. United by their shared love of good coffee and fútbol, this collaboration celebrates culture, community, and the fan experience! Inter Miami and Café Bustelo also work together to raise awareness around mental health. They’ve created “Conversations with Cafecito,” which brings together students, mental health professionals, and Inter Miami players to increase awareness and understanding of mental health, while promoting positive conversations about seeking support.
Game Face
Café Bustelo® also worked hard to release an incredible, inspiring campaign earlier this year focusing on the passion, art, and culture that fans embrace on game day. The Game Face campaign celebrated four different countries by featuring hand-drawn face tattoo designs on each Game Day Coffee can, giving fans a creative way to show their team pride. The campaign celebrated the pride and cultural connections that make soccer fandom so unique.
Branded Sports Merch Collabs
Throughout the summer our Uncrustables® brand also partnered with multiple popular merch companies, giving fans of golf and baseball a chance to sport their favorite athletic wear and their favorite sandwich at the same time! The collaboration with golf apparel company Sunday Swagger offered trendy Uncrustables patterns complementing the various flavors in clothing ranging from stylish polos to comfortable hoodies and jackets. The brand also partnered with Baseballism on a limited-edition apparel collection. This exclusive drop included fun, Uncrustables-themed hats and shorts, and pun-filled t-shirts (“The Grape Jambino,” anyone?).
Uncrustables also worked alongside popular golf equipment company L.A.B. Golf to introduce limited edition putters, headcovers, and accessories. Throughout the year, they also show up on the field and the court with the Cleveland Guardians and Cavaliers, with even more partnerships to come! While these collaborations are a great way to increase brand awareness, they also allow us to share a mutual love of sports with fans and connect on a deeper level.
At The J.M. Smucker Co., we believe in showing up to support our communities, bringing people together, cheering each other on, and creating memorable moments for fans of all ages. We’re proud of the relationships we’ve built and look forward to continuing these winning collaborations for seasons to come!