The Dairy Alliance to Provide Nutritional Support at 2025 Virginia High School Football Championships

The Dairy Alliance, a nonprofit organization funded by dairy farm families across the Southeast, will provide nutritional support to participants and spectators at the 2025 Virginia High School League Football Championships. The organization plans to distribute nutrient-rich real dairy milk and branded merchandise during the Class 5 and Class 6 championship games scheduled for December 13, 2025, at James Madison University.

Central to this initiative is the Milk's Got Game® campaign, which emphasizes milk's benefits for athletic performance. According to the organization, each serving delivers complete, high-quality protein that aids in muscle building and recovery, natural electrolytes that support hydration during extended play, and carbohydrates that help replenish energy after intense competition. "The performance of these athletes demands strength, stamina, and fast recovery. Real dairy milk delivers all three," stated Joanne Engelhardt-Risko, Vice President of Strategic Marketing at The Dairy Alliance.

This event represents a continuation of The Dairy Alliance's partnership with VHSL, reflecting a shared commitment to supporting student-athletes. VHSL Executive Director Ty Gafford expressed appreciation for the organization's involvement, noting that it aligns with their mission of fostering the growth, health, and success of high school sports throughout Virginia. Throughout the championship day, attendees will have opportunities to engage with The Dairy Alliance team, sample real dairy milk, and learn about its benefits for active lifestyles.

The Milk's Got Game® campaign extends beyond high school athletics, with The Dairy Alliance partnering with collegiate athletes and sponsoring major racing events across the Southeast, including the Atlanta Journal-Constitution Peachtree Road Race, Rock n Roll Nashville, and Cooper City Bridge Run. These efforts are part of broader educational initiatives about dairy foods and the dairy industry across eight Southeastern states. For additional information about their programs, visit https://thedairyalliance.com.

This partnership matters because it connects nutritional science with practical application in youth sports, demonstrating how specific dietary choices can support athletic achievement. By providing direct access to recovery beverages at competitive events, The Dairy Alliance helps normalize post-exercise nutrition while educating families about food sources that contribute to physical performance. For the dairy industry, such visibility at high-profile sporting events reinforces milk's relevance in contemporary athletic culture, potentially influencing consumption patterns among active populations. For student-athletes, access to scientifically-supported recovery nutrition represents a tangible support system that acknowledges the physical demands of their commitment.