Edition Dog Live will become Every Dog Live for 2027 as Raccoon Media Group and Edition Media Ltd set out ambitious plans to significantly grow and develop the event following their recently announced joint venture.
The new name reflects the direction of the event as it enters its next chapter: an inclusive event built around the health, happiness and wellbeing of every dog, regardless of breed, pedigree, age or ability, and for everyone who loves them.
The 2027 event will almost double in size at NAEC Stoneleigh, growing from around 7,000sqm to nearly 14,000sqm. The expansion will be supported by significant investment in the visitor experience, with more content, new features, interactive experiences, brands and talent planned across the event.
A major programme of celebrity guests and well-known, well-respected figures from the dog world will form part of Every Dog Live 2027, with appearances from Greg Rutherford, Iwan Thomas MBE, Steve Backshall, and Clare Balding already confirmed. They will be joined by fan favourites Hugo & Ursula, alongside leading TV vets Dr Scott Miller and Dr James Greenwood. Together with an industry-leading line-up of trainers, behaviourists, content creators, and animal welfare experts, they will take the stage across the weekend, with further names to be announced.
The additional space and investment will allow the organisers to broaden the event beyond its existing format and create new destinations focused on discovery, health and wellbeing, emerging brands, creators and the wider culture around life with dogs.
New for 2027 will be the Dog Discovery Zone, a destination for discovering what is next in the world of dogs, from new products and innovation to nutrition, health, behaviour, technology and wellbeing.
Visitors and their dogs will be able to learn, interact and try new things through a series of immersive feature experiences, hands-on brand activations and a dedicated Discovery Stage bringing expert speakers, insight and new ideas to life.
A new Dogstagram Zone will bring together some of the best-known dogs and creators from across social media. Visitors will be able to meet the dogs behind the feeds, take part in meet and greets and create their own shareable moments, with creator appearances, live content and dedicated photo experiences throughout the area.
The event will also introduce the Canine Collective, a curated showcase giving emerging, independent and design-led dog brands a dedicated platform within the show and creating a new destination for visitors looking to discover something different.
These additions will sit alongside the established elements of the event, including expert content, shopping, live arenas and opportunities for visitors and their dogs to take part in activities together.
The changes follow Raccoon Media Group’s joint venture with Edition Media Ltd, which brought the event into Raccoon’s rapidly growing animal health portfolio alongside PATS, BETA International and the National Equine Show.
Mike Seaman, Group Chief Executive of Raccoon Media Group, said: “We want to build something genuinely significant for the UK dog community. Almost doubling the size of the event gives us the space to introduce new brands, new experiences and much more content, but the investment goes far beyond simply adding more floor space.
“We want to create an event people want to spend the whole day at, where they can discover new products, hear from brilliant experts and well-known names, try new things with their dog and come away feeling they have learnt something.
“The move to Every Dog Live is an important part of that. This isn’t an event about the perfect dog or a particular type of dog. It is about health, happiness and wellbeing, and helping people give their dogs the best lives they can.
“Whether they are pedigree or rescue, young or old, highly active or living with a disability, this is an event for every dog and everyone who loves them.”
Jennifer Dow, Edition Media Ltd, said: “Edition Dog Live has always been built around the health, wellbeing and welfare of dogs, so Every Dog Live feels like a natural evolution of what we have created.
“We want people to arrive with their dog and feel that the event represents them. There is no single way to be a dog owner and no single type of dog, and that inclusivity will sit right at the heart of Every Dog Live.
“The plans for 2027 give us the opportunity to build something much bigger while keeping the ethos and community that have made the event special. Stoneleigh gives us the space to grow properly and, with Raccoon’s investment and experience behind the event, we can now bring many of those ideas to life.”
Every Dog Live will continue to be staged at NAEC Stoneleigh, whose extensive indoor and outdoor space allows the event to grow while maintaining a strong focus on animal welfare and giving dogs the opportunity to move away from busier areas of the show when needed.
The expansion forms part of Raccoon Media Group’s wider investment in the animal health market. Its portfolio now spans both trade and consumer audiences through PATS, BETA International, the National Equine Show and Every Dog Live, with wider plans to connect complementary specialist events through a broader animal health ecosystem.
The same focus on investment, audience growth and visitor experience will now be applied to Every Dog Live as the organisers prepare for its first edition under the new name in 2027.
Further details of the 2027 event, including new features, exhibitors, speakers and celebrity guests, will be announced over the coming months.
