The Dairy Alliance to Provide Real Dairy Milk at 2025 Virginia High School Football Championships

The Dairy Alliance, a nonprofit funded by dairy farm families in the Southeast, will provide real dairy milk to student athletes and attendees at the 2025 Virginia High School League Football Championships. The organization plans to distribute nutrient-rich dairy milk and branded merchandise during the Class 5 and Class 6 championship games scheduled for 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 essential for muscle building and recovery, natural electrolytes for hydration during extended play, and carbohydrates that help replenish energy stores after intense competition. These nutritional components address the specific demands of high school athletes competing at championship levels.

"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. The organization emphasizes that dairy milk serves as simple, powerful fuel that fits into various routines, from breakfast to post-game recovery periods. This direct support at championship events demonstrates practical application of nutritional science in athletic contexts.

Throughout the championship day, fans and families will have opportunities to connect with The Dairy Alliance representatives, sample real dairy milk, and learn about dairy's benefits for active lifestyles. By bringing performance-focused fuel directly to the event, The Dairy Alliance strengthens its longstanding partnership with VHSL while supporting athletes striving for endurance, power, and peak performance during critical competitions.

"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. The collaboration reflects shared dedication to the growth, health, and success of high school sports across Virginia, creating tangible support systems for young athletes during important competitive milestones.

The Dairy Alliance maintains year-round support for athletes across age groups through its Milk's Got Game® campaign, which partners with collegiate and high school athletes to promote real dairy milk's benefits. Additional organizational support has included major race sponsorships throughout the Southeast, such as the Atlanta Journal-Constitution Peachtree Road Race, Rock n Roll Nashville, and Cooper City Bridge Run. These initiatives collectively promote dairy consumption within active communities while supporting regional athletic events.

For more information about The Dairy Alliance and its programs, visit https://thedairyalliance.com. The organization represents dairy farm families across eight Southeastern states and works with various stakeholders to promote dairy foods and industry knowledge. This championship event participation continues their pattern of community engagement through nutritional support for athletes.