The Dairy Alliance, a nonprofit funded by dairy farm families in the Southeast, will provide real dairy milk to student athletes and fans at the 2025 Virginia High School League Football Championships. This initiative matters because it directly addresses the nutritional needs of young athletes during peak competition, positioning dairy as essential fuel for strength, recovery, and hydration. The organization plans to distribute nutrient-rich milk and branded items during the Class 5 and Class 6 championship games on December 13, 2025, at James Madison University.
The Milk's Got Game® campaign anchors The Dairy Alliance's presence at the championships, offering athletes real dairy milk that supports strength, energy, and recovery. Each serving delivers complete, high-quality protein for muscle building and recovery, natural electrolytes for hydration during extended play, and carbohydrates for energy replenishment after intense competition. This strategic placement at a high-profile scholastic event reinforces dairy's relevance in sports nutrition and reaches a key demographic of active youth and their families.
"The performance of these athletes demands strength, stamina, and fast recovery. Real dairy milk delivers all three," said Joanne Engelhardt-Risko, Vice President of Strategic Marketing at The Dairy Alliance. "Our team proudly supports all athletes and celebrates their hard work and dedication with the simple, powerful fuel of real dairy milk that fits into any routine, from breakfast to post-game cooldowns." This statement underscores the nonprofit's mission to promote dairy consumption by linking it directly to athletic achievement and everyday wellness.
Throughout championship day, fans and families can connect with The Dairy Alliance team, enjoy real dairy milk, and learn more about real dairy's benefits for active lifestyles. By bringing this performance-focused fuel directly to championship weekend, The Dairy Alliance strengthens its longstanding partnership with VHSL and supports athletes striving for endurance, power, and peak performance. The implications extend beyond the event itself, as it fosters brand loyalty and educates the community on nutrition, potentially influencing long-term dietary habits.
"We're thankful for The Dairy Alliance's continued partnership and their commitment to our mission of supporting student-athletes," said VHSL Executive Director Ty Gafford. "Their involvement at VHSL events reflects a shared dedication to the growth, health, and success of high school sports across Virginia." This collaboration highlights how nonprofit and educational partnerships can enhance student experiences while promoting health initiatives. The Dairy Alliance supports athletes throughout the year via its Milk's Got Game® campaign, partnering with collegiate and high school athletes to promote real dairy milk's benefits.
The organization has also sponsored major races across the Southeast, including the Atlanta Journal-Constitution Peachtree Road Race, Rock n Roll Nashville, and Cooper City Bridge Run. For more information about The Dairy Alliance, visit https://thedairyalliance.com. This broader sponsorship strategy demonstrates a sustained effort to integrate dairy into the sports culture, which could help counter declining milk consumption trends by associating it with fitness and performance. The championship event serves as a focal point for these efforts, offering tangible benefits to participants while advancing the nonprofit's educational and promotional goals.
