You can now adopt a dog during the Puppy Bowl—here's how

The Puppy Bowl has long been a fan favorite alongside the Super Bowl. Think of it as a lighter, tail-wagging counterprogram to the intensity of the Big Game. This year, Puppy Bowl XXII is taking things a step further by turning viewers into potential adopters—while the game is still on.

On Sunday, Feb. 8, fans will have the chance to meet and adopt dogs in real time during special “Pup Rally” adoption events timed to coincide with the Puppy Bowl broadcast. The events will take place in Boston and Seattle, the hometowns of the two teams competing later that evening, and will run from 2 p.m. to 4 p.m. ET (11 a.m. to 1 p.m. PT), matching the Puppy Bowl’s airtime.

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The idea is simple: bring people together around puppies, not rivalries. Locals and travelers can visit the events to meet adoptable dogs from local shelters, watch the Puppy Bowl live, and spend time with dogs looking for permanent homes. The gatherings are designed to be low-pressure and welcoming—no matter which team someone is rooting for.

While the adoption events are hosted at pet-friendly hotels within the Marriott Bonvoy portfolio, the focus stays squarely on the dogs. Bonvoy’s involvement focuses on creating a neutral, accessible space where fans can watch the Puppy Bowl and connect with animals in need of homes. The brand has also said it will help offset future pet-friendly travel costs for select fans who adopt dogs through Puppy Bowl–related events.

“Moments that bring people together are at the heart of what this weekend is about,” said Mandy Gill, managing vice president of brands, marketing, and digital for Marriott International in the U.S. and Canada. “Dogs just happen to make those moments a lot easier.”

Fans who aren’t near Boston or Seattle won’t be left out. Puppy Bowl adoption events are expected to take place nationwide through participating shelters, allowing viewers across the country to find their own “most valuable pup” during or shortly after the broadcast.

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This year’s Puppy Bowl coverage will also include behind-the-scenes moments featuring the dogs as they prepare for game day—lounging in hotel rooms, riding elevators, and being rounded up by longtime Puppy Bowl referee Dan the Ref before kickoff.