The NRL has welcomed online pet services aggregator Yourpetscombined to Friday Night Football.
The business will take up a position within the in-goals during Friday night fixtures.
Yourpetscombined Founder Andrew Bell said the partnership was an opportunity to further engage with households watching the footy at home, often with their pets around them.
"Friday night is an important time for us as a lot of families are sitting down and watching the footy whilst planning their weekend," Mr Bell said.
"A lot of the planning often involves their pets and we're looking forward to engaging with a new audience and bringing our partnership with rugby league to life through Friday night footy."
NRL General Manager of Commercial and Digital Strategy Todd Hewitt congratulated Yourpetscombined and said the partnership would help enhance a new opportunity for the company.
"Rugby league on a Friday night is an institution, with families across Australia tuning in every week to watch two games," Mr Hewitt said.
"We saw hundreds of tries scored during Friday night footy last year and I have no doubt that we will see plenty more tries this year, leading to plenty of exposure across both in-goals."
Friday night football in round one of the 2018 NRL Telstra Premiership will see the Knights take on the Sea Eagles in Newcastle, as well as the Cowboys taking on the Sharks in Townsville.