The Puppy Bowl will celebrate its 20th anniversary in 2024.
Puppy Bowl XX on February 11th celebrates 20 years of adorable dogs taking to the field to play their own version of soccer and raising awareness about pet adoption.
Thanks to the exposure gained through the Puppy Bowl, hundreds of canine competitors at this event have found homes. The event also benefited countless pets and people who had never competed in the big game.
In 2008, Amy Heinz started AHeinz57 Pet Rescue and Transport after finding a dog abandoned on an interstate ramp near her new home in the small town of Adel, Iowa.
“There was nothing in the area to protect stray dogs, so I decided to start a rescue. They just shot stray dogs. I thought, 'That can't happen where I live.' '' she explains.
The project started as a “tiny little rescue” in Heinz's garage, but then Puppy Bowl came calling and things started to change.
“I got this call in my third year and this guy said, 'Hello, I'm a producer at Animal Planet. I saw your puppy on Petfinder and I'd like to put it in the Puppy Bowl. 'And I laughed and was like, 'Hahaha, who is this?'” Heinz tells PEOPLE, adding, “I had no idea what the Puppy Bowl was. There was no such thing,” he added.
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Heinz ultimately agreed to participate in the 2013 Puppy Bowl and sent three puppies to represent the rescue. One of his puppies, Maltese, won his MVP award for the game.
“Because of that, we got all kinds of media attention, and we went from this little rescue that most people knew about to suddenly this big one,” Heinz said.
“The number of adoptions increased. Volunteers started pouring in. Everyone wanted to get involved. It was great,” she added.
The attention at the Puppy Bowl and Malta's big win allowed AHeinz57 to move from the Heinz garage to a larger facility.
“It's been a whirlwind since we've been on the show. We moved from our garage to this abandoned veterinary clinic, and now we have a whole campus. We're pretty big. We're a very well-known hospital in Iowa, and this is the largest rescue here,'' Heinz said.
The shelter director points out that the impact of the Puppy Bowl is having an impact on individual rescues like hers and pet adoptions as a whole.
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“I think because of the Puppy Bowl, people have become more understanding. People now know that you can rescue purebred puppies. People didn't know that before,” she says.
Tori Canteni, vice president and adoption coordinator at Pack Leaders Rescue of Connecticut, feels similarly.
“Once Puppy Bowl came out, everyone started realizing, 'Wow, there are so many shelter dogs out there,'” she says.
Pack Leaders Rescue has been participating in Puppy Bowl for six years and has seen adoptions from 100 to more than 2,000 animals a year.
Puppy Bowl also helped rescuers build connections with shelters across the country. Over the years, the event has helped Canteni meet rescue workers from places like California and Puerto Rico, building a broader network.
Participating in the Puppy Bowl is not only beneficial, but also fun.
“We go there again and again because it's so much fun for the dogs and for us,” said Laurie Johnson, director of Florida Little Dog Rescue since 2009.
“It’s been a really positive experience. I love how Animal Planet focuses so much on the dogs having a fun day on set. Even if it's not good or you're just overwhelmed, Animal Planet says, “We don't force it. It's not about getting the shots, it's always about whether the puppy is comfortable.” She added.
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Florida Little Dog Rescue has been bringing adoptable puppies from shelters to the Puppy Bowl since 2014. This annual experience continues to be rewarding for Johnson.
“The fact that we were able to get the word out that any breed of dog can be rescued is great,” she says. “So many people have the misconception that if a dog is rescued, there is something wrong with the dog.”
“Nearly 99% of rescued dogs are here because there was something wrong with the humans, not because they did something or could have done something different that would have changed the situation.” added Johnson.
She hopes Puppy Bowl continues to inspire animal lovers to find their next pet from a rescue.
“The biggest thing I want people to take away from the Puppy Bowl is that you can get just about any dog you're looking for at a rescue. You're the next great addition to your family. It means you can find a member at the rescue. Again, it might not be tomorrow. “It might not be next Tuesday, it might be next Wednesday. But be patient and give it time.” “If you're looking for a dog, it's out there,” Johnson said.
For those who are keeping an eye on this year's Puppy Bowl and want to help, but are unable to adopt one, Johnson has another suggestion.
“Rescues are usually limited by the two F's: funding and fostering. If you can't foster, consider donating to a local rescue. When you donate locally, more money goes to the dogs. ,” she shares.
Puppy Bowl fans can take dogs from Florida Little Dog Rescue, AHeinz57 Pet Rescue and Transport, Pack Leaders Rescue, and over 65 other shelters to the 2024 Puppy Bowl, the “puppiest” Puppy Bowl ever. You can see it at
Puppy Bowl XX will air on Sunday, February 11th at 2pm ET/11am PT and will be simulcast on Animal Planet, Discovery, TBS, truTV, Max, and Discovery+.
