BY LINDSAY RITTENHOUSE, ADWEEK

Until a few years ago, the Westminster Kennel Club Dog Show, established in 1877, was a one-day event cherished by an older audience of purebred enthusiasts who admired the parade of perfectly bred canines from the comfort of their own homes.

Today, it’s expanded into Westminster Week, held annually at New York’s Madison Square Garden, with contests including the Masters Agility Championship and Masters Obedience Championship that lead up to the main and final Best in Show event that aired this year on Tuesday night. Further social media-based efforts, like the Road to Westminster series, allow the handlers to post content throughout the year as their dogs train and enter other championships, giving audiences the opportunity to follow their favorites year round.

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