Supports student-athletes with real dairy milk and engages fans throughout championship play
ATLANTA, GA, March 11, 2026 /24-7PressRelease/ — The Dairy Alliance, a nonprofit funded by dairy farm families in the Southeast, will support student-athletes and fans at the TSSAA BlueCross State Basketball Championships. The organization will distribute nutrient-rich real dairy milk to athletes following each game and share branded giveaways throughout the championships, hosted by F&M Bank Arena and held at Middle Tennessee State University. Girls’ games will take place March 11–14, followed by the boys’ championships March 18–21.
Through its Milk’s Got Game® initiative, The Dairy Alliance will provide real dairy milk after each game to support student-athlete recovery. Real dairy milk delivers high-quality protein, carbohydrates, and electrolytes that help athletes refuel, rebuild muscle, and rehydrate after intense competition.
“Strong performance on the court starts with proper nutrition and recovery,” said Joanne Engelhardt-Risko, Chief Marketing Officer at The Dairy Alliance. “Real dairy milk delivers high-quality protein, carbohydrates, and natural electrolytes that help student-athletes refuel and rebuild after intense competition. We’re proud to support these athletes while celebrating the Tennessee dairy farm families who help power their success.”
Mayfield Dairy will provide real dairy milk for the championships, giving student-athletes access to nutrient-rich recovery after each game.
Beyond supporting athletes, The Dairy Alliance will engage fans and families throughout the championships by sharing branded giveaways and highlighting the nutritional benefits of real dairy milk.
“We’re excited to continue our partnership with the Dairy Alliance, the Official Milk Partner of the TSSAA. Through this partnership, the Dairy Alliance will have a presence at the TSSAA Basketball Championships, including distributing milk to student-athletes. It highlights the power of community—bringing local dairy farmers and schools together to support the health, performance, and recovery of high school and middle school student-athletes through the proven benefits of chocolate milk.”
The Dairy Alliance supports youth athletics and active communities across the Southeast through partnerships like the TSSAA BlueCross State Basketball Championships. The organization brings dairy farm families, student-athletes, schools, and fans together while highlighting how real dairy milk fuels performance on and off the court.
To learn more about The Dairy Alliance, visit https://thedairyalliance.com or follow @TheDairyAlliance on Facebook or Instagram.
About The Dairy Alliance
The Dairy Alliance is a nonprofit funded by dairy farm families of the Southeast. We work diligently with dairy farmers, schools, sports teams, health professionals, local organizations, state leaders, the media, and the public to promote dairy foods and knowledge about the dairy industry. Our efforts center in eight states: Alabama, Georgia, Kentucky, Mississippi, North Carolina, South Carolina, Tennessee, and Virginia.
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