It's a Dog's Life!

Celebrating 40-years as a key partner to gamekeepers, rearers, breeders and shoot managers across the land, Sportsman Game Feeds is excited to be the official sponsor of the Working Dog Ring at The Game Fair 2025!

At Sportsman Game Feeds, we understand that gamekeeping and running a shoot is far more than a vocation, it’s a way of life, and a passion that we share as true advocates of the game shooting industry.

We know that it takes a team to drive a successful shooting season, and over our 40 years, we have always been a key part of that team and lifestyle. At Sportsman Game Feeds, we strive to deliver high performing birds, efficiently, by providing quality feed, made with the best ingredients.

Of course, no shoot is ever complete without the loyalty and hard graft of the working dog, another key part of that team. That’s why we’ve launched #ItsADogsLife – a celebration of our 40^th anniversary, alongside an appreciation of the role gundogs play in countryside life.

These celebrations will come to a head at The Game Fair 2025, from 22-25 July at Ragley Hall in Warwickshire,  where we are proud to be the official sponsors of the Working Dog Ring – at the heart of this year’s show.

Since 1985, Sportsman Game Feeds has been trusted by gamekeepers and estates across the UK for our premium-quality feed, specially formulated for pheasants, partridges, and ducks.

With a shared passion for performance, tradition, and countryside excellence, our commitment and dedication to producing strong, healthy birds with superior feathering, bone strength, and gut health is what makes Sportsman Game Feeds stand out in the field.

We are proud of our history, but our focus has always been based on continuous improvement and development. With our research, trials and an expert knowledge of the sector, we continue to support the future of the industry.

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Behind every shoot is a great team – and that includes the dogs. Whether its flushing birds, retrieving, or simply being a steady presence in the field, working dogs are indispensable. Through this campaign, we’ll spotlight the people and pups who make it happen.

The numbers speak for themselves

The numbers speak for themselves

Did you know? 44% of all Kennel Club registrations each year are for gundogs – that’s over 83,000 dogs a year! Here are some more fun facts about gundogs:

• With a median age of 5 years for a healthy registered dog, that equates to over 400,000 active working gundogs in the UK
• There are an estimated 9,000 shoots across the country
• Over 95% of people who shoot are believed to own a dog – many have more than one

As sponsors of the Working Dog Ring, we’ll be recognising outstanding gundogs and handlers across a variety of categories

Teams of Golden Retrievers, Flat Coat Retrievers, Labradors, Clumber Spaniels, Irish Water Spaniels, Nova Scotia Duck Tolling Retrievers – all breeds you’re likely to see in the Working Dog Ring this summer.

Watch displays and demonstrations covering all aspects of working dogs.

Gundog kennels such as Strigadae, Misselchalke and Twistmount will be representing the gundogs. Speeding things up will be a working lurcher demonstration along with the famous Grudge Match between lurchers and terriers which has been a favourite in previous years.

Along the way, there will be plenty of goodies and competitions you can get involved in, with our team, over the three days….

More details will follow as we get closer to the show, so remember to check back here!

Join us on our journey as we celebrate 40 years of Sportsman Game Feeds and shine a spotlight on the working dogs who make every shoot special. From behind-the-scenes moments to working dog features and Game Fair highlights – be part of the story.

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Let’s celebrate the countryside together

#ItsADogsLife #Sportsman40 #GameFair2025

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Whether your dog is living it up at the game fair. Splashing through waves at the beach, or out in the field on a shoot – we want to see your photos on Instagram!

 🎁 One winning entry will receive a box of goodies designed for working dogs and their owners, including:

➡️£200 Schöffel voucher

➡️La Chameau voucher (for one pair of boots)

➡️10kg bag of ALPHA Everyday Adult Dry Dog Biscuits

➡️Natural VetCare products: Dog’Skin Shampoo, Pet’Skin Balm, Dog’Skin Spray, & Silky

➡️Plus, a bundle of Sportsman Game Feeds merch: branded golfing umbrella, collapsible dog bowl, dog treats, tennis ball, snood, pen, & notebook

🎁 Three runners-up will each receive:

➡️10kg bag of ALPHA Everyday Adult Dry Dog Biscuits

➡️Natural VetCare products: Dog’Skin Shampoo, Pet’Skin Balm, Dog’Skin Spray, & Silky

➡️Plus, a bundle of Sportsman Game Feeds merch: branded golfing umbrella, collapsible dog bowl, dog treats, tennis ball, snood, pen, & notebook

 Head over to the Sportsman Game Feeds Instagram page to find out how to enter.

Let’s see your four-legged friends in action! Good luck!