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The New England Patriots' 2026 schedule release video features rescue dogs from Baypath Humane Society in Hopkinton, aiming to promote pet adoption. The creative video has gained significant attention, helping several dogs find new homes.
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Thousands of football fans were introduced to some of Hopkinton's rescue dogs as Baypath Humane Society of Hopkinton's pups starred in the New England Patriots' 2026 schedule release video.
The annual NFL schedule release tradition is known for creative videos, but one of the Patriots' posts this year gave Baypath's dogs a chance to charm football fans and potentially find new homes.
The 90-second video features the dogs running, wrestling and chasing toys around in the shelter's outdoor space at 500 Legacy Farms N, while an announcer delivers football-style play-by-play commentary and introduces each opponent. Each toy in the video represents one of the Patriots' opponents on the 2026 schedule.
Baypath's Marketing Coordinator Maddy Berthold told the Daily News that the dogs approached filming with plenty of energy, alternating between seeking attention from the camera crew and diving into the pile of toys.
"It's really awesome. Obviously we use our social media to try and get the word out there as much as we can, but something that we always see is that even for a long-stay dog, oftentimes the way that they find their home is through someone sharing a post or hearing about this specific dog online," she said. "So, knowing that this is going to get 10-times the audience we usually get is just huge."
The video showcased rescue dogs from Baypath Humane Society, using them to represent the Patriots' opponents while providing entertaining commentary.
Notable dogs included Willow, Clover, and Tadashi, all of whom have already been adopted, while others like Smiley and Owala are still available for adoption.
The Pawtriots program, initiated by the Patriots Foundation, partners with shelters to promote pet adoption and has already shown positive results for Baypath Humane Society.
Interested adopters can visit Baypath on specified days or schedule an appointment, starting with an adoption questionnaire and a matchmaking session with counselors.
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Three of the most-featured dogs, Willow, Clover and Tadashi, have already been adopted. Willow and Clover appear in several scenes wrestling over toys, quickly becoming two of the video's standout stars.
Other dogs made their mark behind the scenes.
Berthold said Owala took a special liking to the Miami Dolphins toy and happily rolled around with it. Jake and Smiley, whose scene didn't make the final cut, were more focused on getting attention from the crew, she said.
The collaboration grew out of Baypath's new partnership with the Patriots Foundation. Through its "Pawtriots" program, the foundation partners with shelters to promote pet adoption. After their first joint event for Draft Day in April, the team approached Baypath with the idea for the schedule release video.
On filming day, Patriots staff took a relaxed, dog-led approach, letting the animals explore and react naturally. Eight dogs participated, though only some appeared in the final video. The youngest puppies were featured most prominently thanks to their enthusiasm for every toy, Berthold said.