Pedigree, the Mars owned dog food brand will not be sponsoring Crufts next year.
The pet food giant has cited a ‘business review’ as its main reason.
A Mars spokesperson would not comment on whether the decision was based around the documentary Pedigree Dogs Exposed.
The decision is a further blow to the Kennel Club who suffered the high profile withdrawals of the RSPCA, Dogs Trust and NDWA.
Pedigree’s decision to pull their brand’s support comes at a time when the BBC is reviewing its position with regard to its ongoing coverage of the UK’s largest dog show event.
“After careful consideration, Pedigree has decided to withdraw its sponsorship of Crufts. The Pedigree brand has evolved and we are prioritising initiatives that support the broadest possible community of dog owners.”
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