Puppy Bowl Adoption Events Debut Alongside Game Broadcast

Fans can meet and adopt dogs in real time during special 'Pup Rally' events in Boston and Seattle.

Published on Feb. 5, 2026

Got story updates? Submit your updates here. ›

The Puppy Bowl is taking things a step further this year by allowing fans to meet and adopt dogs in real time during special 'Pup Rally' adoption events timed to coincide with the Puppy Bowl broadcast. The events will take place in Boston and Seattle, the hometowns of the two teams competing in the Super Bowl later that evening, and will run from 2 p.m. to 4 p.m. ET (11 a.m. to 1 p.m. PT), matching the Puppy Bowl's airtime.

Why it matters

The idea behind the Pup Rally events is to bring people together around puppies, not rivalries. Locals and travelers can visit the events to meet adoptable dogs from local shelters, watch the Puppy Bowl live, and spend time with dogs looking for permanent homes. The gatherings are designed to be low-pressure and welcoming, no matter which team someone is rooting for.

The details

The Pup Rally adoption events will be hosted at pet-friendly hotels within the Marriott Bonvoy portfolio, but the focus will stay on the dogs. Bonvoy's involvement is focused on creating a neutral, accessible space where fans can watch the Puppy Bowl and connect with animals in need of homes. The brand has also said it will help offset future pet-friendly travel costs for select fans who adopt dogs through Puppy Bowl–related events.

  • The Pup Rally adoption events will run from 2 p.m. to 4 p.m. ET (11 a.m. to 1 p.m. PT) on Sunday, February 8, 2026, matching the Puppy Bowl's airtime.
  • The Puppy Bowl XXII will air on Sunday, February 8, 2026.

The players

Mandy Gill

Managing vice president of brands, marketing, and digital for Marriott International in the U.S. and Canada.

Dan the Ref

Longtime Puppy Bowl referee.

Got photos? Submit your photos here. ›

What they’re saying

“Moments that bring people together are at the heart of what this weekend is about. Dogs just happen to make those moments a lot easier.”

— Mandy Gill, Managing vice president of brands, marketing, and digital for Marriott International in the U.S. and Canada (sportingnews.com)

What’s next

Fans who aren't near Boston or Seattle will still be able to find their own 'most valuable pup' during or shortly after the Puppy Bowl broadcast, as adoption events are expected to take place nationwide through participating shelters.

The takeaway

The Puppy Bowl's new Pup Rally adoption events demonstrate how sports and animal welfare can come together to create a unifying experience for fans, while also helping dogs in need find their forever homes.