Midwest Dairy is proud to continue building trust with consumers by teaming up with some of the region’s most beloved athletic programs. From Nebraska to Illinois to South Dakota, these partnerships highlight dairy’s role in fueling performance, wellness, and sustainability, all while creating memorable fan experiences.
Big 12 Conference
Dairy made a strong impact across the Big 12 Conference in 2025. At the Big 12 Wrestling Championship in Tulsa, fans visited the Cozy Cow Lounge to enjoy milk and cereal and participate in dairy trivia for prizes. At the Phillips 66 Big 12 Women’s and Men’s Basketball Championships in Kansas City, dairy was featured prominently through the Big 12 Eats menu—where 80% of items included dairy—along with a “Moo‑ve and Groove” silent disco. Over 10 million impressions were made through these events.
In December, Midwest Dairy partnered with Dairy MAX to expand dairy’s presence at women’s soccer and football championship events in Texas. Fans engaged with Dairy MAX’s Better with Dairy brand through a 360° video booth, giveaways, and samples of the official Dallas Cowboys’ macaroni and cheese, further reinforcing dairy’s role in fueling athletes and fans alike.
Click here to learn more about Midwest Dairy’s partnership with the Big 12 Conference.
Husker Athletics
Our strong partnership with Husker Athletics continues in 2025 with activations designed to connect Gen Z, parents, and general consumers to the power of dairy. Highlights include:
- Digital Student Athlete Influencer Content – Relatable videos and posts featuring athletes sharing how dairy supports their wellness and sustainability goals.
- Radio Ads During Volleyball Broadcasts – Fans will hear a Husker Volleyball player share why they’re “Powered by Dairy: Fueled for the game. Focused on the future.”
- Dairy Farmer Commercial – Airing Mondays on the Nebraska Coaches Show, spotlighting the people behind the product.
- Trivia Tuesdays – Fun, fan-focused dairy trivia on Husker Athletics’ social channels.
- Flex Cam Powered by Dairy – Debuting at select volleyball and basketball games, letting fans show their strength live on the big screen.
Through this long-standing partnership, dairy continues to shine as essential fuel for both athletes and everyday life.
Fighting Illini Athletics
This fall, Midwest Dairy is excited to launch a new partnership with the University of Illinois Fighting Illini Athletics. Together, Midwest Dairy highlight the role dairy plays in recovery, performance, and overall wellness. Fans can look forward to a new Flex Cam powered by dairy. At every home football game, fans will be encouraged to flex their muscles on the big screen and celebrate dairy-powered strength. Fans will also see an Athlete + Sports Dietitian video series. This special social media series, airing from October through December, features student athlete influencers and Illini sports dietitians sharing why dairy is their go-to fuel for performance and recovery. The sponsorship strengthens Midwest Dairy’s efforts to connect with fans and showcase the benefits of dairy nutrition in fun, authentic ways.
Iowa State University
At Iowa State University (ISU), Midwest Dairy connected with Gen Z students through a partnership with Cyclone Sports Properties, LLC, focused on authentic storytelling and athlete involvement. The centerpiece was a farm‑to‑fan video featuring ISU volleyball student‑athlete Morgan Brandt and dairy student Haley Ronnebaum, a former Iowa Dairy Princess. Together, they toured the ISU Dairy Farm, highlighting sustainability practices and showcasing the care and innovation behind dairy production—including the journey of the iconic Clone Cone served at Hilton Coliseum. This content helped deepen students’ understanding of where dairy comes from and how farmers prioritize sustainability.
Kansas State University
Partnering with college athlete influencers continues to help dairy remain relevant to Gen Z while reinforcing its connection to wellness and nutrition. At Kansas State University, Midwest Dairy partnered with volleyball athletes Tatum Tindall and Makinsey Jones, who shared how chocolate milk authentically fits into their daily routines. Their two Instagram posts reached more than 8,800 unique people, generating 34,603 impressions and 1,121 engagements—clear indicators that their audiences were receptive to dairy content and that college-athlete influencer partnerships can effectively amplify dairy’s message.
University of Minnesota
In 2025, Midwest Dairy launched its partnership with Gopher Men’s Hockey, targeting adult Gen Z consumers throughout the hockey season. For all home games, Midwest Dairy sponsored the “Ice Box,” a student section offering free tickets on a first-come, first-served basis. Each game featured messaging about dairy sustainability and cow care, resulting in over 190,000 impressions for the season. An interactive element activation included a trivia spin wheel at four games over two weekends. More than 500 consumers participated in the trivia and received branded hockey puck keychains. This activation successfully engaged one of Midwest Dairy’s key demographics, providing direct and indirect interactions throughout the Gophers’ winning season while delivering messages that resonated with students and their peers.
South Dakota State University
At South Dakota State University (SDSU), the SDSU Dairy Drive continues to unite the dairy community, fans, and student-athletes. Partners, including Valley Queen, Bel Brands, AMPI, Prairie Farms, and the SDSU Dairy Science Department, join Midwest Dairy to create memorable game-day experiences.
New this year, fans will hear radio clips featuring student-athlete voices during football and basketball broadcasts. With more than 22,000 listeners per game, this platform is a powerful way to share dairy’s nutrition and sustainability story. Each clip closes with: “From powering performance to supporting everyday health, dairy helps us all bring our best game. Go Big, Go Blue, Go Jacks! See dairy differently at USDairy.com.”
Whether it’s in the heart of Husker Nation, at Fighting Illini home games, or with Jackrabbit fans in South Dakota, Midwest Dairy is committed to connecting with consumers in authentic, exciting ways. These partnerships highlight how dairy fuels athletes and supports everyday health, proving once again that dairy is the ultimate teammate.