SYRACUSE,
N.Y. – American Dairy Association North East’s Refuel with
Chocolate Milk campaign is reaching tens of thousands of student athletes in
the six-state region through local and national sports organizations.
“Refuel
with Chocolate Milk is the core of dairy checkoff’s sports marketing strategy,”
said ADA North East CEO Rick Naczi. “We’re able to share the important health
benefits of chocolate milk with a very targeted group that can ultimately help
boost sales.”
Scientific
evidence shows that lowfat chocolate milk used as a recovery drink helps repair
and rebuild muscles after strenuous exercise because of its 3:1
carbohydrate-to-protein ratio. Chocolate milk is also a source of B vitamins
that help convert food to energy.
ADA
North East helped secure chocolate milk as the official beverage of the New
York State Public Schools Athletic Association, Pennsylvania Interscholastic
Athletic Association, Maryland Public Schools Secondary Athletic Association,
New Jersey State Interscholastic Athletic Association and Delaware
Interscholastic Athletic Association. Chocolate milk is also part championship
events with Public Schools Athletic Association in New York City and white milk
with the District of Columbia Interscholastic Athletic Association.
Each
year across the region ADA North East sponsors 135 high school sports state
championships, providing 50,000 athletes the chance to refuel with chocolate
milk, and nearly 15,000 coaches and athletic directors get year-round dairy
nutrition information.
Other
sponsorships include several local marathons and the National Double Dutch jump
rope competition in New York City.
ADA North East also has a sponsorship with the New York Yankees to help fight
the increasing rate of childhood obesity. By joining forces, Refuel with
Chocolate Milk sponsored Yankee youth baseball summer camps in 13 towns to
reach youth with milk’s important nutrition information, and specifically
hosted 80 youth from the Bronx to participate in the camps.
Yankee
Hall of Fame pitcher Mariano Rivera joined the 80 campers to promote healthy
eating, especially the role low-fat chocolate milk plays in the body’s ability
to recover after training. Rivera notably commented on his game-day practice of
drinking chocolate milk that he believes helped boost his storied 19-year
professional career.
In
addition, Yankees Manager Aaron Boone recorded a public service announcement
about the Summer Meals program in New York City that provides children access
to healthy foods and dairy products when school is out for the summer months.
Boone also provided a signed Yankees jersey offered in a drawing for those who
shared the Facebook post with the PSA.
To learn more about ADA North East’s sports marketing programs, visit www.AmericanDairy.com/dairy-in-sports.