FOR IMMEDIATE RELEASE
Date: August 7, 2026
World’s Ugliest Dog® Contest Celebrates 50 Years of Celebrating Uniqueness, Rescue, and Unconditional Love
Iconic Canine Competition Returns August 14 at 5:00 p.m. at the Sonoma County Fairgrounds
Santa Rosa, Calif. — The internationally recognized World’s Ugliest Dog® Contest, produced by the Sonoma-Marin Agricultural Association, returns on Friday, August 14, 2026, at 5:00 p.m. at the Sonoma County Fairgrounds in Santa Rosa, California.
Now celebrating its 50th anniversary, the World’s Ugliest Dog® Contest has evolved from a quirky local competition into an internationally recognized event that champions rescue dogs, celebrates individuality, and reminds us that true beauty comes in all shapes, sizes, and smiles.
Dogs and their owners from across the United States will travel to Santa Rosa to compete for their share of a $10,000 prize purse, made possible through the continued partnership with MUG® Root Beer. For a third consecutive year, MUG Root Beer and its mascot, Dog, are back to root for the quirkiest canines around, spotlighting these unique underdogs while helping expand the reach of one of America’s most beloved canine competitions.
While famous for its unforgettable contestants, the World’s Ugliest Dog® Contest has always carried a deeper purpose: advocating for pet adoption and celebrating the incredible stories of rescue dogs that have overcome adversity to find loving homes. Each contestant reminds us that beauty isn’t defined by appearance—it’s found in personality, resilience, and unconditional love.
“The World’s Ugliest Dog® Contest has never really been about finding the world’s ugliest dog,” said Mandy Clendenen, CEO of the Sonoma-Marin Agricultural Association. “For 50 years, this event has celebrated the uniqueness of every dog while sharing an important message of compassion, rescue, and acceptance. It’s incredible to see how a small local tradition has grown into an event that captures hearts around the world.”
The winner will earn the coveted title of World’s Ugliest Dog®, receive a share of the $10,000 prize purse from MUG Root Beer, and make a nationally televised appearance on NBC’s TODAY show, continuing a tradition that has introduced millions of viewers to the remarkable stories behind these unforgettable dogs. The winning pup will also (temporarily) take over for MUG mascot Dog as the face of a custom, limited-edition MUG® Root Beer can created exclusively for the champion, carrying on the brand’s annual tradition of immortalizing the contest winner for the ultimate claim to fame.
The ultimate hype-dog himself, MUG mascot Dog, will be also onsite to crown this year’s winner and award the top three contestants with $5,000 to first place, $3,000 to second, and $2,000 to third.
“Dogs have always been at the heart of MUG Root Beer, so we’re serious about supporting all canines, from top dogs to underdogs,” said Michael Smith, VP of Marketing, MUG Root Beer. “For 50 years, The World’s Ugliest Dog contest has proved that all pups are deserving of the spotlight and we, and our mascot Dog, couldn’t agree more. That’s why we’re back to give the winner the biggest stage we have by featuring their face on our can.”
“Jus lik dere r no bad dawgs, dere r no ugly dawgs. Deez r all da best dawgs in da world,” said Dog, MUG® Root Beer mascot.
The World’s Ugliest Dog® Contest is presented by the Sonoma-Marin Agricultural Association and held during the Sonoma County Fair at the Sonoma County Fairgrounds in Santa Rosa, California.
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About the World’s Ugliest Dog® Contest
Celebrating its 50th anniversary in 2026, the World’s Ugliest Dog® Contest promotes pet adoption while celebrating the unique beauty and personality of dogs from across the country. The contest has become an internationally recognized event, earning media coverage around the world and introducing millions of people to the stories behind its unforgettable contestants.
Media Contacts:
Mandy Clendenen
CEO, Sonoma-Marin Agricultural Association
Phone: (707) 283-3247
Email: [email protected]
Elizabeth Weir
MUG Root Beer
Email: [email protected]