Meet the puppy bowl’s cuteness coach

Kickoff for the most anticipated sporting event of the year is February 11, 2 p.m. ET, on Animal Planet (there’s a 1 p.m. pregame for hardcore fans), when Patrick Mabones and Bark Purdy will

go paw-to-paw in Puppy Bowl XX. Coaxing the televised on-field action along for the 17th year is Victoria Schade of Doylestown, Pennsylvania, who has served as the Puppy Bowl’s official

animal wrangler since the third season in 2007. She makes sure the action happens and the pups are happy and safe. Schade, a bestselling author and private dog trainer, is responsible for

cajoling any players who might experience an acute case of performance anxiety. She says it’s not unusual for the pups to take two steps out of the stadium tunnel and then freeze in front of

the cameras. “When the puppies are first introduced in the starting lineup and emerge from the tunnel, they’re greeted by bright lights and dry ice, which can be a bit overwhelming,”

Schade, who is in her early 50s, says. “What viewers don’t see is me kneeling off-camera in the opposite corner, calling each puppy’s name and offering encouragement.” This year, Mabones, a

hound mix representing Team Fluff, and Purdy, a Chihuahua mix playing for Team Ruff, will lead their teams in a competition for the prestigious Lombarky Trophy. Team Fluff, the reigning

Puppy Bowl champs, took home the coveted award last year in an 87-83 victory over Team Ruff — secured when Vivianne, a husky mix, scored the final touchdown of 2023 by dragging a stuffed

turtle into the end zone. And there are sideline naps!  “If I see a player who doesn’t seem to be having fun anymore, I’ll run out, grab them and give them a little break for a nap.”  THE

PLAYS ARE SOMETIMES STAGED Schade says much of what happens is organic, but she does keep a healthy supply of treats on hand to help choreograph a few key moments.  At the beginning of the

game, for example, there are superimposed images of the puppies looking up at the flag while the national anthem plays.   “Spoiler alert, the puppies are actually looking up at me,” Schade

says. “I’m standing next to the camera, offering them a big smile while holding a crinkly treat bag. They figure out that if they sit for a minute, they’ll be rewarded with a treat.”  

Schade says she uses vocal changes, body positioning and squeaky toys to engage the pups. Another spoiler alert: The show is actually filmed each October in New York over the course of a

week. So like most reality shows, there are a lot of edits.