BEREA, Ohio – Today, the Cleveland Browns announced the launch of "Dawg Pound XL", a season-long initiative that will highlight the history of the Dawg Pound and the fans, moments and legends that brought it to life 40 years ago. All season long there will be unique Dawg Pound fan content, programming and activations that will highlight the greatest fan base and tradition in the NFL.
"For 40 years, the Dawg Pound has been the heart and soul of the Cleveland Browns," said Haslam Sports Group Chief Marketing Officer Brent Rossi. "With 'Dawg Pound XL,' we're celebrating the passion and loyalty of the greatest fan base in the NFL. This season-long initiative is our tribute to the fans, the unforgettable moments and the legends who made the Dawg Pound what it is today."
In 1985, the Dawg Pound came to life through Browns Legends Hanford Dixon and Frank Minnifield during the team's training camp at Lakeland Community College as they sought to create a team identity. They barked at their teammates, inspiring fans attending camp to do the same – thus creating new chants and barks that would go on to form the Browns "Dawg" identity for the last 40 years.
Dixon was one of the players who helped name the "Dawg Pound" at Cleveland Municipal Stadium, the section of Browns fans who donned dog masks and sported a variety of eclectic costumes while barking and cheering the loudest to help give the Browns an even bigger homefield advantage. This devoted group of Browns fans currently sit in the east end zone in sections 118-122 at Huntington Bank Field.
"That Dawg Pound in our heart just holds a special place there," Dixon said. "I really appreciate the Browns, Dee (Haslam) and Jimmy (Haslam) and the NFL for keeping that thing going. It's really something special to me, and it means a lot. The celebration of the 40th anniversary of the Dawg Pound means a lot. Hopefully in some kind of way it can light a fire under this team and especially that defense and get them going a little bit."
With the kickoff of Browns training camp at CrossCountry Mortgage Campus on July 25, "Dawg Pound XL" will be celebrated and serve as the first theme day of camp. In conjunction with Gregory Industries, there will be "Dawg Pound XL" gate giveaways for all fans. As part of the initiative, there will also be Dawg Pound Adult Dog Adoption Day – encouraging fans to adopt adult dogs onsite.
"Dawg Pound XL" will also be a dedicated game theme when the Browns face the Packers at Huntington Bank Field on Sept. 21. There will be a number of "Dawg Pound XL" themed items throughout the game including Puppy Pound Adoption on Dawg Pound Drive. This will also serve as Alumni Weekend for the Browns, when the team will host a number of Browns alumni and showcase them throughout the game.
For each home game, there will also be a number of "Dawg Pound XL" elements incorporated in new and unique ways, including additional "smash content" from the Browns' Dawg Pound captain – a tradition at each home game when a notable person smashes an opponent-themed guitar right before kickoff.
There will also be a documentary produced by the Browns, which will air in July on the team's digital and social channels as well as News 5, the Browns' Official Flagship TV Partner. Titled, The Dawg Pound: A Forty-Year History, the documentary will feature interviews from Browns alumni, players, fans, and more detailing the inception of the Dawg Pound, its adoption by fans, and how it has evolved over the years.
A key feature of "Dawg Pound XL" will be the ultimate fan-experience presented by NJM Insurance Group. More details to come about this activation that promises Browns fans will always remember where they celebrated the 40thAnniversary of the Dawg Pound.
Throughout the season, there will be a number of "Dawg Pound XL" content pieces and digital activations across Browns platforms, including the Biggest Dawg Pound Fan sweepstakes that will launch July 25. There will also be retail available to commemorate this historic initiative from Homage, Fanatics and 47 Brand.
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