Cesar Millan and PETCO Unveil Exclusive Product Line "Dog Whisperer" Merchandise, Including Organic Dog Food and Accessories, for Sale Exclusively at PETCO Stores Nationwide

NEW YORK, NY and SAN DIEGO, CA--(eMediaWorld - July 24, 2008) - Cesar Millan, renowned dog behavior specialist and star of National Geographic Channel's hit show, "Dog Whisperer with Cesar Millan," and PETCO, a leading specialty retailer of premium pet food, supplies and services, today unveiled the national rollout of Cesar Millan "Dog Whisperer" -- branded merchandise for dogs, including organic dog food, treats and other products and accessories. The Dog Whisperer line of products will be available exclusively at more than 900 PETCO stores nationwide and at PETCO.com.

This new line of premium Dog Whisperer merchandise consists of primarily organic foods and treats, and environmentally friendly, stringently tested products for dogs of all breeds and sizes. Each product was personally designed and reviewed by Cesar Millan, and all the products include "Cesar's Tips," which describe the proper use and benefits of each product.

Among the products in Cesar's Dog Whisperer line are organic canned and dry dog food, treats, fortified water, liquid supplements, collars and leashes, toys, grooming products, training pads, stain and odor removers, beds, bowls, and an instructional series of DVDs. The line is expected to include more than 100 products. Additionally, PETCO.com will offer access to an exclusive online dog coaching course personally designed and developed by Cesar Millan to instruct owners on raising a happy, healthy and well-balanced dog.

"PETCO has a long-standing history of providing the highest standards in pet care, and this partnership was an easy and obvious decision for me," Cesar said. "PETCO's national network of stores is the best way for me to reach pet lovers across the nation. I have always been impressed with PETCO's reputation and its commitment to delivering high quality products, services and advice for its customers and their beloved pets."

Dave Bolen, Executive Vice President and Chief Merchandising Officer for PETCO, said, "We are proud to partner with Cesar Millan and believe that his Dog Whisperer products will provide what our customers need to best care for their pets. The new Dog Whisperer line is an exciting addition to our overall offering, and extends PETCO's industry-leading assortment of natural and organic products for pets and their pet parents."

Cesar Millan is represented in broadcasting, speaking, licensing and marketing on a worldwide basis by sports, entertainment and media company, IMG.

For more information on Cesar Millan, visit: www.cesarmillaninc.com.

About Cesar Millan

Cesar Millan is a world-renowned dog behavior specialist, known for his uncanny ability to walk large packs of dogs at a time. And from poodles to pit bulls, the well-behaved canines under Cesar's care have all been rehabilitated; each of them rescued from a wide range of behavior issues -- everything from insecurity to severe 'red zone' aggression!

Cesar's unique "Power of the Pack" methodology comes from his keen understanding of canine pack behavior. While most dog trainers relate to one animal at a time, Cesar often uses the pack itself -- the natural social unit for canines -- to rehabilitate a wayward dog.

Cesar first captured the national spotlight when his National Geographic Channel series "Dog Whisperer with Cesar Millan" premiered in 2004. Now in its fourth season, the show was twice nominated for an Emmy® Award for "Outstanding Reality Program."

Cesar's first book, "Cesar's Way," released in April 2004, has sold more than one million copies in hardcover and spent 15 weeks at No.1 on The New York Times Bestseller List. The paperback edition of "Cesar's Way," released in September 2007, and his new book "Be the Pack Leader," released in October 2007, are both current New York Times bestsellers.

His company Cesar Millan, Inc. was formed in order to reach out to the dogs Cesar is unable to help personally. The company is constantly developing new resources and tools and offers free information to the public through its high-traffic website and an opt-in newsletter with over 300,000 subscribers.

On Valentine's Day 2007, Cesar and his wife Ilusion announced the formation of the Cesar and Ilusion Millan Foundation. The non-profit organization provides financial support and rehabilitation expertise to shelters throughout the United States, better enabling them to maintain the highest standards of care and assistance to animals under their protection.

Over the years, Cesar has cultivated legions of loyal fans and clientele, including celebrities Oprah Winfrey, Will Smith and Jada Pinkett Smith, Denise Richards, Daisy Fuentes, Nicolas Cage, Scarlett Johansson, and Hilary Duff. Cesar has given hundreds of print and radio interviews, including The New York Times, The New Yorker, USA Today, and National Public Radio and has appeared on "The Oprah Winfrey Show," "The Tonight Show with Jay Leno," "Live with Regis and Kelly," "The View," "The Today Show," "The Martha Stewart Show," and CNN. He's even been parodied on Comedy Central's hit show, "South Park."

Cesar was born in Culiacan, Mexico and has more than 20 years of experience rehabilitating troubled canines. He lives in Los Angeles with his family -- wife Ilusion and sons, Andre and Calvin.

About PETCO

PETCO is a privately held specialty retailer that provides products, services and advice that make it easier for our customers to be great pet parents. We operate more than 900 stores in 49 states and the District of Columbia, as well as a leading pet products and information destination at www.petco.com. Our nonprofit organization, The PETCO Foundation, has raised more than $44 million since its inception in 1999 to help promote and improve the welfare of companion animals. In conjunction with the foundation, we work with and support more than 5,000 local animal welfare groups across the country to help find homes for nearly 300,000 adoptable animals every year.

About IMG Sports & Entertainment

Operating in 30 countries, IMG Sports & Entertainment's diverse businesses include: product and brand licensing; consulting services; event ownership and management; fashion events and models representation; golf course design; and client representation in golf, tennis, broadcasting, speakers, European football, rugby, cricket, motor sports, coaching, Olympic and action sports. IMG Academies are the world's largest, multi-sport training and educational facilities, delivering world-class training experiences to more than 12,000 junior, collegiate, adult, and professional athletes each year.

More information about IMG is available at www.imgworld.com.

Contact for IMG/Cesar Millan: Amy Kozakiewicz Sard Verbinnen & Co 323-251-6730 Contact for PETCO: Lisa Epstein PETCO 858 453-7845, ext. 2558