The University of Tulsa announced on Oct. 28 that Goldie, the campus Golden Retriever mascot, has entered a three‑year name, image and likeness (NIL) partnership with The Farmer’s Dog, a fresh dog‑food company expanding its reach into college sports. The deal places Goldie among five live mascots—including Uga of Georgia, Smokey of Tennessee, Jonathan of Connecticut and Dubs of Washington—highlighting the growing trend of non‑human ambassadors in NIL agreements.

Goldie, a freshman at the university, will appear throughout the upcoming football, men’s basketball and women’s basketball seasons at game‑day events, in‑stadium promotions and tailgate gatherings. The partnership also calls for University of Tulsa student‑athletes to collaborate with The Farmer’s Dog in creating content that showcases Goldie’s personality and offers fans a behind‑the‑scenes look at the mascot’s daily life.

According to KTUL, the collaboration provides a new avenue for the Golden Hurricane to showcase campus spirit while introducing Goldie to a broader college‑sports audience. The partnership is expected to run for three years, allowing Goldie to grow alongside the Class of 2030 over the next four years of her tenure as mascot.

The Farmer’s Dog’s NIL initiative reflects a broader shift in college athletics, where live mascots are gaining visibility alongside student‑athletes. While Georgia’s Uga tradition dates back to 1956, Tennessee’s Smokey has represented the Volunteers for more than 70 years, Connecticut’s Jonathan first appeared in 1924, and Washington’s Dubs continues a mascot lineage dating to 1922. Goldie’s inclusion adds Tulsa to this historic roster, offering local fans additional opportunities to engage with the university’s brand.

What’s next: Goldie will be featured at upcoming home football games and both men’s and women’s basketball matchups throughout the season, with promotional appearances scheduled at tailgate events and in‑stadium activations. The partnership’s three‑year term means Goldie will continue to represent the university in NIL‑related content and community outreach through the 2028‑2029 academic year.

Sources: ktul.com, podcasts.apple.com, podcasts.apple.com