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Press Release

Season three of Barking Backers announced with enhanced events and partnerships

The award-winning fan club returns for season three backed by Milk-Bone, Embrace Pet Insurance and Pet Supplies Plus

Barking Backers Press Release

BEREA, Ohio – Barking Backers, the beloved Fan Club for Dogs, is proud to announce the launch of season three, presented by Milk-Bone in association with Embrace Pet Insurance and Pet Supplies Plus.

After a successful launch in 2022, Browns fans overwhelmingly joined the program by connecting their dogs to the Dawg Pound and laying claim to becoming the largest dog fan club in all professional sport with over 20,000 members. Along with the designation, members donated over $16,000 to Canine Assistants, a dog-centric philanthropic organization.

The new season launches today, April 22, and offers free and premium memberships. Refreshed premium membership kits are now available, which include a collectable dog tag, microfiber paw towel, reversable bandana, leash, magnetic photo frame, Milk-Bone products, an Embrace Pet Insurance ByteTag, and a Pet Supplies Plus dog toy, all inside a commemorative box. Premium members also have an opportunity for their dog to become the Barking Backers 'Dog of the Month'. Both membership options include custom certificates, quarterly newsletters and invites to in-person events.

The enhanced in-person events include Turf & Tails (a premium member only event, June 2024), Howl-O-Ween (October 2024) and Smooches & Pooches (February 2025).

"We're thrilled by the immense support for the Cleveland Browns Barking Backers fan club, which and we're excited to renew the program for another season," said Brent Rossi, Senior Vice President of Marketing & Media, Haslam Sports Group. "The enthusiasm our fans have shown for our brand and their pets makes it a perfect fit."

For more information on Barking Backers and to join the dog fan club, visit

About The J. M. Smucker Co.
At The J.M. Smucker Co., it is our privilege to make food people and pets love by offering a diverse family of brands available across North America. We are proud to lead in the coffee, peanut butter, fruit spreads, frozen handheld, sweet baked goods, dog snacks and cat food categories by offering brands consumers trust for themselves and their families each day including Folgers®, Dunkin'®, Café Bustelo®, Jif®, Smucker's® Uncrustables®, Smucker's®, Hostess®, Voortman®, Milk-Bone® and Meow Mix®. Through our unwavering commitment to producing high quality products, operating responsibly and ethically and delivering on our Purpose, we will continue to grow our business while making a positive impact on society. For more information, please visit

The J. M. Smucker Co. is the owner of all trademarks referenced herein, except for Dunkin'®, which is a trademark of DD IP Holder LLC. The Dunkin'® brand is licensed to The J.M. Smucker Co. for packaged coffee products sold in retail channels, such as grocery stores, mass merchandisers, club stores, e-commerce and drug stores, as well as in certain away from home channels. This information does not pertain to products for sale in Dunkin'® restaurants.

About Embrace Pet Insurance

Embrace Pet Insurance, a top-rated pet health insurance provider for dogs and cats in the United States, offers one simple yet comprehensive accident and illness insurance plan. In addition to insurance, Embrace offers Wellness Rewards, a non-insurance, optional preventative care product that is unique to the industry. Wellness Rewards reimburses for routine veterinary visits, grooming, vaccinations, training, and much more, with no itemized limitations. Embrace has received numerous accolades for customer and employee satisfaction, including being named the top pet insurance provider on the Forbes list of America's Best Insurance Companies 2022 and receiving the Great Place to Work™ certification. Embrace is a proud member of the North American Pet Health Insurance Association (NAPHIA) and continues to innovate and improve the pet insurance experience for pet parents across the country. Embrace Pet Insurance is a privately held organization, backed by JAB Holding Company.  

About Pet Supplies Plus

Pet Supplies Plus is proud to be the nation's largest independent pet store and equally proud to be the neighborhood pet store so many people count on for all their pet's needs. Currently, there are 720 Pet Supplies Plus locations in 42 states which sell thousands of products for dogs, cats, reptiles, fish, small animals, and birds. Many of these products are made with natural ingredients and are made in the USA. On top of carrying top-selling and premium national brands, Pet Supplies Plus also offers a full line of private brands to help pet parents save more money. Many locations have a self-service pet wash, nail salon, full-service grooming salon and pet baker items, making Pet Supples Plus a true, local one-stop pet store.

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