Purina, Mariska Hargitay Bring Support of Abuse Survivors and Pets to US Soccer

In a powerful blend of sport, advocacy, and animal welfare, Purina—official pet‑care partner of the U.S. Soccer Federation—joined forces with actress and activist Mariska Hargitay to spotlight survivors of abuse and the healing role of pets. The collaboration unfolded on the field during a U.S. Women’s National Team match, turning a high‑profile soccer event into a platform for the Purple Leash Project, Purina’s national initiative aimed at supporting abuse survivors and promoting pet adoption.

What Happened

During the recent U.S. Women’s National Team game, a series of coordinated moments highlighted the partnership. A specially designed purple leash banner unfurled behind the goal, and a video montage featuring Hargitay’s testimony about her own experiences with domestic violence played on the stadium’s big screen. The segment concluded with a call‑to‑action encouraging fans to visit the Purple Leash Project website for resources and ways to help.

Mariska Hargitay, known for her longtime advocacy with the “It’s On Us” campaign and her role as a survivor advocate, took the microphone at halftime. She spoke directly to the crowd, emphasizing how pets can provide emotional stability and a sense of purpose for those rebuilding their lives after trauma. The moment was captured by national media, amplifying the message far beyond the stadium.

The event also featured a limited‑edition purple‑colored Purina pet‑food bag displayed at the stadium’s fan zone, with proceeds earmarked for organizations that provide therapy animals to survivors. Attendees received QR codes linking to a digital toolkit that includes safety planning guides, counseling hotlines, and information on how to adopt a rescue pet.

Key Details

The Purple Leash Project, launched by Purina in 2022, aims to connect survivors of domestic and sexual violence with the therapeutic benefits of companion animals. Since its inception, the initiative has funded more than 5,000 pet adoptions for survivors and supported 120 counseling centers with pet‑friendly spaces. The partnership with U.S. Soccer marks the first time the project has been integrated into a major sporting event.

Purina’s partnership with the U.S. Soccer Federation, formalized in early 2024, designates the brand as the “Official Pet Care Partner.” Under this agreement, Purina receives branding opportunities at national team matches, while the federation gains access to Purina’s expertise in animal welfare education for its athletes and fans. The collaboration with Hargitay adds a high‑profile survivor voice, reinforcing the authenticity of the message.

In addition to the live stadium activation, a social‑media campaign using the hashtag #PurpleLeashPlay ran concurrently on Twitter, Instagram, and TikTok. Within 48 hours, the hashtag generated over 250,000 impressions, with fans sharing personal stories of how their pets helped them cope with trauma. The campaign also featured a short documentary released on Purina’s YouTube channel, highlighting three survivor‑pet pairs who have benefited from the program.

Background

Domestic and sexual violence remain pervasive issues in the United States, with the National Coalition Against Domestic Violence reporting that 1 in 4 women and 1 in 9 men experience severe intimate partner violence. Research consistently shows that companion animals can serve as vital sources of emotional support, reducing anxiety, depression, and feelings of isolation among survivors. Recognizing this, Purina created the Purple Leash Project to bridge the gap between animal rescue and survivor services.

Mariska Hargitay’s involvement stems from her personal commitment to survivor advocacy. After publicly sharing her own experience with abuse in 2020, Hargitay has partnered with multiple organizations to raise awareness and provide resources for survivors. Her collaboration with Purina aligns with her broader mission to destigmatize seeking help and to highlight the healing power of pets.

Why It Matters

Integrating the Purple Leash Project into a high‑visibility sporting event expands the conversation about abuse beyond traditional advocacy circles. Soccer draws a diverse, multinational audience, and the U.S. Women’s National Team enjoys a passionate fan base that often looks to athletes as role models. By embedding the message in the match experience, Purina and Hargitay are normalizing discussions about trauma and encouraging fans to consider pet adoption as a therapeutic option.

The partnership also demonstrates how corporate social responsibility can be woven into entertainment. Rather than a fleeting advertisement, the initiative offered tangible resources—hotline numbers, adoption links, and counseling referrals—directly to spectators. This approach not only raises awareness but also drives concrete action, potentially increasing the number of survivors who receive both emotional support and a lifelong companion.

What Happens Next

Following the successful launch, Purina plans to roll out additional “Purple Leash” activations at upcoming men’s and youth soccer matches throughout the 2025 season. The company is also developing a pilot program that places therapy dogs in select domestic‑violence shelters, funded by a portion of sales from the purple‑themed product line. These shelters will receive training on how to integrate pets safely into recovery programs.

Mariska Hargitay will continue to serve as the public face of the initiative, participating in a series of virtual town‑hall events with survivors, mental‑health professionals, and animal‑welfare experts. The events aim to gather feedback, refine outreach strategies, and expand the network of partner organizations. Together, Purina, U.S. Soccer, and Hargitay hope to create a sustainable model that links sports fandom, celebrity influence, and pet adoption to support survivors across the nation.

The collaboration between Purina, Mariska Hargitay, and U.S. Soccer illustrates how sport can serve as a catalyst for social change. By spotlighting the Purple Leash Project on a national stage, the partnership not only raises awareness of abuse survivors’ needs but also celebrates the transformative bond between humans and their pets. As the initiative gains momentum, it promises to foster a more compassionate community—one where every survivor can find safety, support, and a loyal companion on the road to recovery.