Student Athletes

Building Trust Among Student - Athletes Through Partnerships With The Dairy Alliance and the Tennessee Secondary School Athletic Association

The Dairy Alliance, in collaboration with TDPC, partnered with the Tennessee Secondary School Athletic Association (TSSAA) to engage close to 6K high school athletes and over 122K fans during state-level championship events. Our messaging emphasized milk’s 8 grams of protein, 13 essential nutrients, and its role as a top hydration beverage. Our marketing strategy included digital and printed ads in gameday programs, LED boards at venues, and dairy messages shared through radio, TV, and PA announcements during championship games.

Additionally, key milk messages reached 56K followers on TSSAA’s Twitter and Facebook handles. During the Basketball State Championship events in March 2024, our milk marketing campaign reached 533K radio listeners. Mayfield and Purity also provided 1,440 pints of ice-cold chocolate milk to athletes at both the Football and Girls' and Boys' Basketball State Championship games. In total, this program reached 717K students, fans, and consumers.

TN Milk TN Secondary School Athletic Association Assets: