Dairy Alliance Launches College Football Sweepstakes to Promote Milk's Nutritional Benefits

The Dairy Alliance, a nonprofit organization funded by dairy farm families in the Southeast, has launched the "Milk's Got Game: GA vs. TN" sweepstakes, offering football enthusiasts an opportunity to attend the highly anticipated University of Georgia versus University of Tennessee football game while promoting the nutritional benefits of dairy milk for athletes. The sweepstakes, which runs through September 7, 2025, will award two grand prize winners with pairs of tickets to the September 13 game at Neyland Stadium in Knoxville, Tennessee, with each prize valued at $744.

In addition to the game tickets, two secondary winners will receive autographed footballs—one signed by University of Georgia player Gunner Stockton valued at $169, and another signed by University of Tennessee player Jake Merklinger valued at $75. The initiative aims to connect football fans with the athletic community while emphasizing milk's role in supporting athletic performance. Joanne Engelhardt-Risko, Vice President of Strategic Marketing for The Dairy Alliance, stated, "Football demands strength, stamina, and recovery, and dairy milk fuels these athletes at every step. From morning workouts to late-night practices, milk provides the high-quality protein, natural electrolytes, and essential nutrients that help players perform at their best.\p>

This promotion is significant as it represents a strategic marketing effort by the dairy industry to reinforce milk's position as a vital nutritional source for athletes amid growing competition from alternative beverages. The campaign targets sports enthusiasts across eight Southeastern states where The Dairy Alliance operates: Alabama, Georgia, Kentucky, Mississippi, North Carolina, South Carolina, Tennessee, and Virginia. By associating dairy products with high-performance athletics, the organization seeks to maintain consumer relevance and support dairy farmers in the region.

Participants can enter the sweepstakes by following @thedairyalliance on Instagram, liking and commenting on the designated sweepstakes post, and submitting an entry form via direct message. Alternative entry methods include mailing a postcard to The Dairy Alliance's Atlanta address. Entrants must be at least 18 years old and located in the United States or its territories. Winners will be notified by email on September 9, 2025. For complete sweepstakes rules and entry details, visit https://thedairyalliance.com/official-sweepstakes-rules.

The campaign demonstrates how agricultural organizations are leveraging popular cultural events like college football to educate consumers about nutritional science and support local farming communities. Such initiatives help sustain dairy consumption patterns while providing tangible benefits to sports fans through experiential prizes that enhance fan engagement with collegiate athletics.