- PetIQ has named Las Vegas Raiders running back Ashton Jeanty as its first-ever national athlete partner, announced August 10, 2026.
- Jeanty will represent VetIQ's daily chews and Pur Luv's jerky treats, drawing on his real-life role as dog dad to Coco and Deuce.
- The deal lands as Jeanty enters Year 2 with the Raiders under new head coach Klint Kubiak, following an up-and-down rookie season.
- It builds on an endorsement resume that already includes SAXX Underwear, Sharpie, and Opendoor from his Boise State days.
Idaho-based pet health company PetIQ just found its first athlete ambassador, and he’s a familiar face to college football fans: Ashton Jeanty, the Boise State product who now suits up for the Las Vegas Raiders. The company announced the deal on August 10, calling it its first-ever national athlete partnership.
Under the deal, Jeanty will front two of PetIQ’s brands: VetIQ, the company’s daily chew supplements aimed at joint and digestive health, and Pur Luv, its whole-muscle protein jerky treats.
PetIQ’s Chief Marketing Officer, Jissan Cherian, said Jeanty’s discipline and work ethic mirror the brand’s mission, while Jeanty pointed to his own two dogs, Coco and Deuce, as the reason the partnership felt authentic: “They do everything I do. The day starts with them, and it ends with them.”
The timing tracks with a busier year for pet-brand sponsorship, as seen in actor Josh Hutcherson’s return to Hills Pet Nutrition for Clear the Shelters.
Jeanty enters 2026 looking to build on a rookie season that saw him rush for 975 yards and 5 touchdowns behind a shaky offensive line, modest by the standards expected of a No. 6 overall pick. He’s set for a bigger role under new coach Klint Kubiak.
Takeaways
PetIQ skipping straight to a first-round NFL pick for its debut athlete deal is a statement move; it’s betting on Jeanty’s off-field growth as much as his on-field ceiling. And for Jeanty, this deal reads less like a one-off NIL cash-in and more like the start of a real pro endorsement strategy.
Does an athlete’s personal pet ownership make a wellness endorsement feel more credible to consumers? Will PetIQ’s brands see a meaningful sales bump, or does “first athlete partner” mostly serve a marketing narrative?
