It’s almost that time of year. As February nears, there’s only one game that matters. That’s right, the Puppy Bowl is back! For the uninitiated, it’s the superior, canine version of the Super Bowl. Except instead of men in spandex scoring touchdowns, puppies prance around with chew toys and cuteness is always the winner.

And just like all cute and talented athletes, the dogs in this year’s event have nabbed some pretty lucrative sponsorship deals. In case you haven’t heard, Labradors are the new Lebron.

One of the biggest deals comes via Grounds & Hounds, a coffee company that has partnered with Animal Planet to become the bowl’s official beverage. We’re assuming it’s for the human handlers, of course. As much as he pleads, please don’t actually give fido any espresso!

But here’s the best part about the sponsorship. 20 to 30 percent of proceeds from the limited-release Puppy Bowl x Animal Planet blend will benefit rescue organizations. Plus it’s 100 percent fair trade certified and organic. So now you can get your morning caffeine fix (hey, you gotta wake up early to walk the pooch anyway!) and support pups in need at the same time.

According to Grounds & Hounds Founder Jordan Karcher, “At the core of Grounds & Hounds is a passion to create delicious coffee for our customers and to generate support for the amazing people and organizations who are providing a second chance for pups in need. Animal Planet’s Puppy Bowl is the perfect platform to draw attention to the animal rescue movement, and we are thrilled to take part in supporting their efforts.”

While “Puppy Bowl XIV” (can you believe there has been 14 of these games? That’s 72 in dog years!) doesn’t air until Feb. 4, you can already order the coffee from Grounds & Hounds’ website to get a head start before game day!

Header image courtesy of Grounds & Hounds.

Jessica is an Associate Editor at Chowhound. Follow her on Twitter @volume_knob for updates on snacks and cats.
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