The Dairy Alliance has launched the "Milk's Got Game: GA vs. TN" sweepstakes, offering football fans an opportunity to win tickets to the University of Georgia versus University of Tennessee game and autographed footballs while promoting the nutritional benefits of dairy for athletes. The sweepstakes runs through September 7, 2025, with two grand prize winners receiving pairs of tickets to the September 13 game at Neyland Stadium in Knoxville, Tennessee, valued at $744 each. Two additional winners will receive autographed footballs—one signed by University of Georgia player Gunner Stockton valued at $169 and another signed by University of Tennessee player Jake Merklinger valued at $75.
The initiative aims to connect football enthusiasm with dairy's role in athletic performance, as explained by Joanne Engelhardt-Risko, Vice President of Strategic Marketing for The Dairy Alliance. "Football demands strength, stamina, and recovery, and dairy milk fuels these athletes at every step," Engelhardt-Risko stated. "From morning workouts to late-night practices, milk provides the high-quality protein, natural electrolytes, and essential nutrients that help players perform at their best." The campaign underscores how dairy supports athletic achievement both on and off the field.
Participants can enter by following @thedairyalliance on Instagram, engaging with the designated sweepstakes post, and submitting an entry form via direct message. Alternative entry is available by mailing a postcard to The Dairy Alliance's Atlanta address. Entrants must be at least 18 years old and located in the United States or its territories, with winners notified by email on September 9, 2025. For complete sweepstakes rules and entry details, visit https://thedairyalliance.com/official-sweepstakes-rules. Additional information about The Dairy Alliance is available at https://thedairyalliance.com.
This announcement matters because it represents a strategic marketing approach by the dairy industry to leverage popular sports culture for nutritional education. By tying dairy consumption to athletic performance through a high-profile football rivalry, The Dairy Alliance seeks to reinforce milk's relevance among consumers, particularly sports enthusiasts and families. The sweepstakes creates engagement opportunities that extend beyond traditional advertising, potentially increasing brand visibility and consumer interaction during peak football season. As a nonprofit funded by dairy farm families in the Southeast, The Dairy Alliance's campaign also supports regional agricultural interests by promoting dairy products across eight states.
The implications of this announcement include potential shifts in how food industries market nutritional benefits through experiential rewards rather than purely informational campaigns. By offering tangible prizes like game tickets and autographed memorabilia, the initiative may achieve higher participation rates and broader message dissemination than conventional health promotions. Furthermore, it highlights the ongoing effort by dairy organizations to counter declining milk consumption trends by associating dairy with active lifestyles and sports success. The campaign's timing ahead of the football season maximizes visibility while capitalizing on existing fan enthusiasm, creating a natural connection between dairy nutrition and athletic achievement that could influence consumer perceptions and purchasing decisions.
