BY GAIL BARNES
One of the most exciting announcements to come out of the Dairy Forum – the yearly must-attend gathering of US dairy industry leadership and professionals, meeting this week in Phoenix, Arizona – is that the Milk Life campaign, showcasing nutrient-rich white milk, will embark on a five-year partnership with the United States Olympic Committee (USOC).
As an official sponsor, Milk Life will support the US Olympic and Paralympic teams through the Rio 2016, Pyeongchang 2018 and Tokyo 2020 Olympic and Paralympic Games.
This multi-year deal with the Milk Processor Education Program (MilkPEP), funded by the nation’s milk companies, means US Olympic and Paralympic teams can count on the support of hundreds of dairy industry groups right in their own communities.
“Milk has always been there, powering the potential of athletes. Now, the industry is proud to officially support the US Olympic and Paralympic teams,” said Julia Kadison, chief executive officer at the Milk Processor Education Program (MilkPEP), the group behind the Milk Life campaign. “This is a game-changing partnership for our industry, and an opportunity for local milk companies to continue to support their communities all year long. I can’t think of a better partner for milk, with its protein and nutrient package, than Team USA.”
She continued: “Elite athletes know that in addition to ambition and training, nutrition plays a key role in their success – and always has. And white milk – with its nine essential nutrients, including 8g of high-quality protein in every 8oz glass – is a constant on tables at US Olympic training centres across the country.”
According to Lisa Baird, USOC chief marketing officer: “US Olympic and Paralympic athletes working to achieve their goal of representing Team USA rely on good nutrition and a balanced diet as key elements of their training regimens. Milk is already a staple at the US Olympic Training Centres, and we are thrilled to add milk to our family of official partners as we celebrate the Road to Rio and beyond.”
The Milk Life campaign, funded by the nation’s milk companies, is designed to educate consumers about the powerful nutritional benefits of milk. The sponsorship will include a fully integrated national and local marketing campaign in support of Team USA in 2016, and running through the 2020 Olympic and Paralympic Games.
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