The Dairy Alliance, a nonprofit funded by dairy farm families in the Southeast, will provide nutrient-rich real dairy milk to student athletes and fans at the 2025 Virginia High School League Football Championships. The organization will be present at the Class 5 and Class 6 championship games on December 13, 2025, at James Madison University, distributing milk and branded merchandise as part of its Milk's Got Game® campaign.
This initiative matters because it addresses the nutritional needs of young athletes during peak competition periods. Real dairy milk provides complete, high-quality protein essential for muscle building and recovery, natural electrolytes for hydration during extended play, and carbohydrates for energy replenishment after intense games. For student athletes competing at championship levels, proper nutrition directly impacts performance, endurance, and recovery time.
"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's presence at these events represents more than just product distribution—it's part of an educational effort to demonstrate how dairy fits into athletic routines from breakfast to post-game recovery.
The partnership between The Dairy Alliance and VHSL has significant implications for high school sports programs across Virginia. By providing nutritional support at championship events, the nonprofit helps reinforce the connection between proper fueling and athletic success. This collaboration supports VHSL's mission of promoting student-athlete development while introducing young competitors to scientifically-backed nutritional strategies.
"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. This relationship extends beyond the football championships, as The Dairy Alliance supports athletes throughout the year via various initiatives detailed on their website at https://thedairyalliance.com.
The organization's broader athletic support includes partnerships with collegiate and high school athletes through the Milk's Got Game® campaign and sponsorships of major racing events across the Southeast. These efforts collectively promote understanding of dairy's role in active lifestyles while supporting athletic communities. For families and fans attending the championships, the event provides an opportunity to learn about nutritional strategies that can benefit athletes at all levels.
The Dairy Alliance's work in eight Southeastern states demonstrates how agricultural organizations can directly support youth sports and community health initiatives. By bringing nutritional education and resources to championship events, they help bridge the gap between dairy farming communities and athletic programs while promoting evidence-based approaches to sports nutrition.
