Paul Sage – Marketing

There’s a new breed of ball chasers stealing hearts at stadiums this summer, from The Show to the minors and even the College World Series. The golden retriever, that smiling, tail-wagging, blonde-hair-shedding variety of canis familiaris, is making headlines—not just as the bat dog or the mascot, but often as the face of a team’s brand and focal point of fan engagement.

A Golden Wave Across Ballparks: Some Notable Goldens

• Dizzy, the English cream golden retriever, is the beloved ballpark dog and mascot for our own Arkansas Travelers, even inspiring a weeklong “Barkansas Dizzys” rebrand and the sale of dazzling Dizzy merchandise.
• Bruce made headlines at a Washington Nationals game before returning to his minor league duties with the Rochester Red Wings.
• Bo, companion of LSU outfielder Derek Curiel, was a fan favorite at the College World Series in Omaha. Bo inspired the Tigers to win the national championship, and there’s a rumor that he changed the spelling of his name to the Cajunized BEAUX.
• The Trenton Thunder, a team with a storied tradition of golden retriever batdogs, have cemented their alternate identity, the Trenton Goldens. What began as a tribute to their batdogs—Chase, Derby, Rookie, and Dash—has become a fan-favorite brand. The Thunder now wear Goldens jerseys for all dog-friendly games and offer a full line of Goldens merchandise.
• The Hudson Valley Renegades, a minor league affiliate of the New York Yankees, the Hudson Valley Renegades, have unleashed a new alternate identity for 2025: the Hudson Valley Retrievers. For three games this season, the team will don special uniforms featuring Bella, a golden retriever mascot inspired by their original groundskeeping dog from 1999.
• Down in Texas, the Frisco RoughRiders and the Sugar Land Space Cowboys, have also featured golden retriever mixes as ballpark dogs.

In addition to their roles as celebrities and mascots, goldens and other breeds are welcomed at many minor league parks with their humans on designated “bring your dog” nights. Here in Little Rock, I often take my nine-year-old Winnie to see our Travelers, a double-A affiliate of the Seattle Mariners. The stadium features an enclosed dog park, and local businesses sponsor doggy treats and gifts.

There are two kinds of people: those who own a golden retriever and those who wish they did. Goldens come equipped with a personality at no extra charge. They are goofy and are guaranteed not to bite you. Their presence at ballparks amplifies the friendly atmosphere that baseball is famous for.

And in College Football, a Family of Golden Receivers

Baseball is not the only sport with a golden touch. Last college football season, ESPN announcer Kirk Herbstreit’s beloved Ben was a crowd favorite. Sadly, Ben passed away in November. Mr. Herbstreit has a squad of new golden boys. Look for Peter, Ben’s successor, on ESPN College GameDay and on the gridiron in the fall.