Auburn Hills-based Whisker, maker of the Litter-Robot, has announced it has signed official partnerships with the Detroit Tigers, Detroit Red Wings, and Detroit Lions.
The agreements are the company’s first sports partnerships. It adds the partnerships are “the first official litter box (partner) of any professional sports team.”
Whisker, founded in 1999, states its Litter-Robot is the leading automatic, self-cleaning litter box in the United States. It makes its products in Wisconsin.
“A partnership with two big cat teams, and the Red Wings, just makes sense given what we do here at Whisker,” says Jacob Zuppke, president and CEO of Whisker.
“We are thrilled to partner with Whisker, a Michigan-based leader in cat care innovation,” says Mike Singer, senior vice president of corporate partnerships for Ilitch Sports + Entertainment in Detroit. “Together, we’ll enhance the fan experience and promote pet well-being with exciting new initiatives.”
Mace Aluia of the Detroit Lions says, “The cat connection between us and Whisker is a fun one, but more than that, we are looking forward to a great season with Whisker as our newest partner. Both of our organizations understand the importance of hard work and dedication, and we could not be happier to help support Whisker’s ingenuity and celebrate another Michigan-based business.”
The partnerships will place Whisker prominently within all three Detroit stadiums and across digital and broadcast platforms. In Comerica Park, Whisker’s Litter-Robot will be featured in right-center field.
National, local, and streaming visibility, in-venue placements, and strong out-of-home advertising opportunities in Detroit spurred Whisker’s newest investment in sports marketing, according to the company.
The partnerships are a part of Whisker’s ongoing investments to support continued growth. Whisker recently invested $3 million to renovate 37,500 square feet of its 50,000-square-foot headquarters in Auburn Hills.
The investment includes a new research and development center, modern office space, and seating for more than 150 people, along with an improved atrium.
Since 2019, Whisker states it has invested more than $20 million in its facilities in Michigan and Wisconsin to support the company’s growth, entered hundreds of new retail locations across the U.S., with several in Michigan, and launched a direct-to-consumer website in France, with a German site coming later this summer.
For more information, visit https://hello.whisker.com/.
