Midwest Dairy made a bold impression this spring as a Pillar Partner of the Big 12 Conference Wrestling Championship in Tulsa, continuing its dynamic, multi-sport partnership with the Big 12. The event drew a diverse, multi-generational crowd of more than 21,000 attendees across four high-energy sessions. The Championship set a new attendance record and served as a prime opportunity to elevate dairy’s role in the fan experience.
At the entrance of the BOK Center, fans were welcomed into Midwest Dairy’s inviting “Cozy Cow Lounge,” where comfort met nostalgia. Emphasizing dairy farmers’ commitment to animal care, the lounge featured a free milk and cereal bar that served more than 600 cups of milk during the event. It quickly became a hub for fans to relax, recharge, and enjoy a wholesome dairy treat. Dairy farmers Jack and Patty Dill joined the action on day one, engaging with guests through dairy trivia and handing out fun, branded giveaways like bracelets, hats, and stickers.
Dairy messages echoed throughout the arena, from LED signage and scoreboard announcements to a showstopping addition: the Big 12 Eats specialty menu. For the first time, this culinary experience was curated specifically for the Wrestling Championship, with 80% of the dishes featuring dairy ingredients. Fan-favorite menu items like the 12 Alarm Mat Burner (a zesty chili bowl topped with sharp cheddar) and the Big 12 Slam (a buttery maple pecan tart with vanilla bean ice cream and caramel drizzle) made a delicious statement.
The dairy celebration extended beyond the arena. Over 669,000 viewers on ESPN+ were exposed to the Undeniably Dairy brand, with logos prominently displayed on the wrestling mat and podium backdrop, alongside the playful message “Be Legen-dairy.” To keep the momentum going, Midwest Dairy also launched a mobile retargeting campaign following the event, reaching attendees for 30 days with engaging content. The results were impressive, including a click-through rate exceeding 1%, significantly above industry benchmarks of 0.20–0.42%. Engagement, measured by clicks to USDairy.com, indicated promising interest in learning more after being exposed to the dairy messages during the Championship weekend.
Capping off a weekend of competition and celebration, Oklahoma State University clinched the 2025 Big 12 Wrestling Championship title, with the University of Northern Iowa, South Dakota State University, and Iowa State University rounding out the top teams.
The Championship weekend showcased elite collegiate wrestling and spotlighted dairy’s power to connect, nourish, and delight fans of all ages.