The Dairy Alliance, a nonprofit funded by dairy farm families in the Southeast, is supporting student-athletes and fans at the VHSL Basketball State Championships taking place March 12–14 at the VCU Siegel Center in Richmond, Virginia. The organization will provide real dairy milk to student-athletes after each game and engage attendees with branded giveaways throughout the event.
Through its Milk's Got Game® initiative, The Dairy Alliance will provide real dairy milk following each game to help student-athletes recover after competition. Real dairy milk delivers high-quality protein, carbohydrates, and electrolytes that help athletes refuel, rebuild muscle, and rehydrate after intense play. Maola will supply real dairy milk for the championships, giving student-athletes a nutritious recovery option immediately following their games.
"Student-athletes perform at their best when they have the right nutrition and recovery support," said Joanne Engelhardt-Risko, Chief Marketing Officer at The Dairy Alliance. "Real dairy milk provides a powerful combination of high-quality protein, carbohydrates, and natural electrolytes that help athletes refuel and recover after competition. We're proud to support these athletes and recognize the Virginia dairy farm families who help keep them fueled."
In addition to supporting athletes, The Dairy Alliance will engage fans and families throughout the championships by distributing branded swag and sharing information about how real dairy milk supports active lifestyles. This educational component helps bridge the gap between dairy producers and consumers while promoting nutritional awareness.
"The Dairy Alliance's partnership with the VHSL reflects a shared commitment to supporting student-athletes and the schools they represent," said Ty Gafford, Executive Director of the Virginia High School League. "We appreciate them being on site during our basketball state championships to celebrate our athletes and provide chocolate milk as a recovery option after competition. Their involvement helps us deliver a first-class championship experience while reinforcing the importance of nutrition and recovery for our student-athletes."
Through partnerships like the VHSL Basketball State Championships, The Dairy Alliance strengthens connections among dairy farm families, schools, and communities across the Southeast while promoting the benefits of real dairy milk for athlete performance and recovery. The organization operates in eight states: Alabama, Georgia, Kentucky, Mississippi, North Carolina, South Carolina, Tennessee, and Virginia.
This initiative represents a strategic approach to dairy promotion that goes beyond traditional marketing. By directly engaging with student-athletes during high-profile sporting events, The Dairy Alliance demonstrates the practical applications of dairy nutrition while supporting local communities. The partnership also highlights the role of regional dairy farm families in providing nutritious products that support athletic performance and overall health.
For more information about The Dairy Alliance and their initiatives, visit https://thedairyalliance.com.
