Celebrity Name: Diana Taurasi
Brand Name: GREENIES™ (Mars Pet Nutrition North America)
Deal Type: Brand Ambassador / Awareness Campaign Partnership
Announced: March 16, 2026
Impact: Uses college basketball’s biggest stage and Taurasi’s Husky legacy to drive awareness that 80% of dogs show signs of dental disease by age 3 and to make daily dental care easy and fun for fans
- GREENIES™, America’s #1 dog dental treat brand, has teamed up with UConn Huskies basketball and WNBA icon Diana Taurasi to champion canine dental health during this year’s college basketball tournament season.
- The campaign calls on pet parents nationwide to take the “Be Your Dog’s Mouthguard” pledge, a movement encouraging dog owners to protect their pet’s teeth the same way basketball players protect theirs on the court.
- Fans who take the pledge at GreeniesBeYourDogsMouthguard.com could win free GREENIES Dog Dental Treats if either the UConn Men’s or Women’s basketball team wins the national championship.
- Even Jonathan, the iconic UConn Huskies costumed mascot, is getting in on the action, sporting a custom GREENIES Mouthguard as part of the campaign.
Basketball royalty meets pet wellness. GREENIES™, America’s #1 dog dental treat brand, has officially teamed up with UConn Huskies basketball and legendary WNBA star Diana Taurasi to launch a nationwide canine dental health campaign this March.
The campaign, called “Be Your Dog’s Mouthguard,” urges pet parents to treat their dog’s dental care with the same seriousness that elite athletes give to protecting their teeth on the court. It’s a clever, timely play on college basketball’s biggest month.
Taurasi, a three-time UConn national champion, said: “As a former Husky, I know what loyalty and dedication look like. That’s why I’m teaming up with the GREENIES brand to challenge fans to bring the same winning energy they have for their teams to protect their dog’s dental health.”
The partnership makes a lot of sense. Taurasi won three consecutive championships alongside coach Geno Auriemma at UConn from 2002–2004, making her one of the most celebrated figures in the program’s storied history. Her connection to the Huskies brand runs deep, and GREENIES is tapping right into that loyal fanbase.
GREENIES Dog Dental Treats fight plaque and tartar buildup, freshen breath, and support healthy gums. The brand has also introduced the GREENIES Canine Dental Check, an AI-powered tool that lets owners monitor their dog’s dental health using a simple smartphone photo.
This isn’t Taurasi’s first time lending her star power to causes she believes in. She’s also been a vocal mentor to the next generation of Huskies, recently offering guidance and support to Paige Bueckers as she prepared for her WNBA rookie season.
Athlete-brand deals have been making waves in women’s sports lately. Angel Reese fronting Reebok’s new sneaker launch and Lauren Betts teaming up with NYX Professional Makeup are proof that women’s basketball athletes are becoming some of the most sought-after brand partners in the game.
Takeaways
This campaign is a masterclass in contextual marketing. GREENIES didn’t just slap a celebrity name on a product; they built an entire activation around March Madness culture, tying dental health to something fans genuinely care about: their team winning.
The UConn tie-in is especially smart. With the Huskies currently undefeated and the tournament kicking off, the brand is riding real-time emotional energy. And using Diana Taurasi, a three-time champion who literally won at UConn, gives the campaign instant credibility and nostalgia in one.
The inclusion of an AI-powered dental check tool also signals where pet wellness marketing is heading: tech-forward, accessible, and built for the smartphone generation of pet parents.
Why do UConn alumni like Taurasi remain such powerful brand partners, even years after their playing days? As women’s basketball athletes land more high-profile deals, how much is the NIL era reshaping sports brand partnerships?
