The Dairy Alliance to Provide Performance Fuel 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 fans at the 2025 Virginia High School League Football Championships. The organization plans to distribute nutrient-rich milk and branded items during the Class 5 and Class 6 championship games on December 13, 2025, at James Madison University. This initiative matters because it directly connects nutritional science with athletic performance at a pivotal moment for young athletes, reinforcing the importance of proper fueling during high-stakes competition.

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 for muscle building and recovery, natural electrolytes for hydration during extended play, and carbohydrates for energy replenishment after intense competition. The implication is that by providing this specific nutritional support, the organization aims to enhance athletic outcomes and educate participants about sustainable performance habits.

"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. "Our team proudly supports all athletes and celebrates their hard work and dedication with the simple, powerful fuel of real dairy milk that fits into any routine, from breakfast to post-game cooldowns." This statement underscores the strategic alignment between dairy nutrition and athletic demands, positioning milk as a versatile solution for various points in an athlete's daily regimen.

Throughout championship day, fans and families can connect with The Dairy Alliance team, enjoy real dairy milk, and learn more about real dairy's benefits for active lifestyles. By bringing this performance-focused fuel directly to championship weekend, The Dairy Alliance strengthens its longstanding partnership with VHSL and supports athletes striving for endurance, power, and peak performance. This engagement extends beyond the athletes to include the broader community, amplifying the message about dairy's role in active living.

"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. "Their involvement at VHSL events reflects a shared dedication to the growth, health, and success of high school sports across Virginia." This partnership highlights how corporate-nonprofit collaborations can directly benefit youth sports programs, providing resources that might otherwise be unavailable while promoting health-conscious messaging.

The Dairy Alliance supports athletes throughout the year via its Milk's Got Game® campaign, partnering with collegiate and high school athletes to promote real dairy milk's benefits. The organization has also sponsored major races across the Southeast, including the Atlanta Journal-Constitution Peachtree Road Race, Rock n Roll Nashville, and Cooper City Bridge Run. For more information about The Dairy Alliance, visit https://thedairyalliance.com. This broader campaign context shows a sustained investment in athletic nutrition education across multiple levels and regions, suggesting a strategic effort to establish dairy milk as a go-to performance beverage in competitive sports culture.