The Dairy Alliance, a nonprofit funded by dairy farm families in the Southeast, is providing nutritional support to student-athletes competing in the 14th Annual GHSA Tommy Guillebeau Football State Championships at Mercedes-Benz Stadium from December 15–17, 2025. The organization is distributing real dairy milk from Mayfield Dairy and branded giveaways throughout the event, emphasizing milk's benefits for athletic performance.
Joanne Engelhardt-Risko, Vice President of Strategic Marketing at The Dairy Alliance, stated that real dairy milk provides complete high-quality protein for muscle recovery, carbohydrates for energy replenishment, and natural electrolytes that support hydration. This nutritional support aims to help Georgia athletes perform and recover effectively during championship competition.
The initiative is part of the Milk's Got Game® campaign, which positions real dairy milk as a simple, effective fuel for the physical demands of championship football. Laura Buxenbaum, Registered Dietitian and Vice President of Health & Wellness at The Dairy Alliance, noted that milk, whether plain or flavored, represents an affordable, easily accessible, and naturally nutrient-rich beverage option for athletes.
Jorge Cimadevilla, GHSA Partnerships General Manager, confirmed the ongoing partnership with The Dairy Alliance, stating that their dedication to nutrition, education, and community outreach aligns with the GHSA's mission to strengthen healthy, competitive athletic programs. The championships honor the legacy of longtime GHSA Executive Director Tommy Guillebeau while celebrating student-athletes, coaches, and communities statewide.
Beyond the football championships, The Dairy Alliance supports active communities throughout the Southeast through its Milk's Got Game® program, partnering with high school and collegiate athletes to highlight the performance benefits of real dairy milk. The organization also engages fans through key race sponsorships including the Atlanta Journal-Constitution Peachtree Road Race, Rock 'n' Roll Nashville, and the Cooper City Bridge Run.
For business and technology leaders monitoring consumer trends and corporate partnerships, this initiative demonstrates how traditional industries like dairy are leveraging sports marketing and nutritional science to maintain relevance. The partnership represents a strategic alignment between athletic organizations and nutritional providers, potentially influencing future sponsorship models in high school sports. The emphasis on scientific backing for dairy's athletic benefits reflects growing consumer demand for evidence-based nutritional claims in sports marketing.
More information about The Dairy Alliance is available at https://thedairyalliance.com.
