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IAMS to return as sponsor of Crufts

Published: 8 January 2018 - Kiran Grewal

Celebrating its 2nd consecutive year as a sponsor of Crufts, the pet food brand IAMS will this year return to the world’s biggest and most popular dog show as the official sponsor of Flyball.


Since making its Crufts debut in 1990, the Flyball competition has soared in popularity and is now one of the most highly anticipated events on the agenda. Throughout the show, the ‘grand prix’ of Flyball will see sixteen teams of dogs and their handlers compete to win the coveted title of Crufts Flyball Champion, with the final taking place on Sunday 11th March in the Best in Show arena.

IAMS Veterinary Training Manager, Kellie Ceccarelli comments: “Having announced Four Paws Flyers as the Flyball champion at Crufts earlier this year I’m very excited that IAMS will be sponsoring the ever-popular competition in 2018. It’s a fantastic event, which not only celebrates vital skills, such as the speed and agility of the participating dogs, but it’s also great fun! The competition provides a great opportunity for dog enthusiasts and handlers to interact with their beloved companion, while providing them with the exercise they need to enjoy a healthy, happy and active life.”

In addition to sponsoring the Flyball, IAMS will be on hand to help dog owners learn more about the best ways to take care of their pets through a 100% complete and balanced diet. As well as offering nutritional support, IAMS will be carrying out sampling activities on stand, highlighting the IAMS Proactive Health range, which offers cats 47% more animal proteins and dogs 24% more protein than the top two leading brands to maintain muscle mass and support a strong immune system and shiny coat.

Crufts takes place at Birmingham’s NEC from the 8th to 11th March 2018. For more information and to buy tickets visit


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