Partnership highlights West Texas dairy farming and promote healthy nutrition for athletes and fans
“We’re proud to partner with Dairy MAX and see our players get involved in promoting healthy habits. Our partnership has afforded us the opportunity to work closely with our West Texas dairy farmers, who are not only huge supporters of Texas Tech Athletics but a vital part of our community,” said Joey McGuire, head football coach at Texas Tech University. (Courtesy photo)
GRAND PRAIRIE, Texas — Dairy MAX is teaming up with Texas Tech Athletics to celebrate the invaluable contributions of West Texas dairy farmers and the vital role they play in supporting the Red Raider community. This collaboration, which includes multiple campaigns and events throughout the 2024-2025 season, aims to highlight the importance of dairy farming in West Texas while promoting the nutritional benefits of milk and dairy foods for athletes and fans alike.
West Texas is home to the largest percentage of dairy farmers in the state of Texas. These farmers value their commitment to supporting the community by producing high-quality milk that nourishes families, students and athletes across the region. Dairy MAX, representing these dairy farm families, is thrilled to support the Red Raiders through initiatives that engage fans, encourage healthy nutrition and celebrate the community’s deep agricultural roots.
One of these initiatives, the “Chief Milk Officer Campaign,” encourages fans to share their creativity by submitting pictures or videos of themselves drinking milk, showcasing their passion for both Texas Tech and dairy foods like milk, cheese and yogurt. Participants can win prizes, including a Kamado Joe grill in Texas Tech colors, a tailgating package from Gandy’s with free milk for a year, and Texas Tech branded Yeti coolers and cups. The campaign kicks off at the Baylor versus Texas Tech tailgate on October 19 and will run through Thanksgiving, emphasizing how dairy fits into both family gatherings and game-day festivities. Fans can enter by submitting their entries on here and posting on social media using #ChiefMilkOfficer.
Additionally, Dairy MAX is continuing its innovative approach of partnering with student-athletes through Name, Image and Likeness (NIL) campaigns. The strategy of utilizing NIL collegiate influencers aims to connect with teens to young adults, enhancing awareness of dairy’s importance in daily life and building trust for dairy among the Gen Z audience. The campaign with Texas Tech Athletics features the Red Raiders starting offensive linemen, plus star running back Tahj Brooks, promoting chocolate milk as the perfect recovery drink for athletes. Known for its ideal balance of carbohydrates and protein, chocolate milk is a trusted choice for these athletes to refuel after training. The Texas Tech players were chosen based on their influence, authentic enthusiasm for dairy and ability to create engaging content that resonates with their followers. The players will use their platform to highlight their commitment to good nutrition, and inspiring and encouraging fans to consider how dairy can be an essential part of their own daily health and wellness routines.
“We’re proud to partner with Dairy MAX and see our players get involved in promoting healthy habits. Our partnership has afforded us the opportunity to work closely with our West Texas dairy farmers, who are not only huge supporters of Texas Tech Athletics but a vital part of our community,” said Joey McGuire, head football coach at Texas Tech University. “It’s exciting to involve our athletes and allow fans to see their creativity and personalities really shine off the field. From collegiate athletes promoting chocolate milk to fans vying for the title of Chief Milk Officer, we’re excited to see our community come together in support of healthy living and local agriculture.”
To further enhance the Red Raider game-day experience, the Dairy Discovery Zone (DDZ) exhibit will be present at the Texas Tech-Baylor tailgate on October 19. This family-friendly interactive exhibit will provide educational opportunities about dairy farming, fun photo opportunities and a hands-on experience that connects fans directly to the dairy community.
Throughout the 2024-2025 season Dairy MAX will be visible as an official sponsor of the “Flex Cam” at Texas Tech basketball, volleyball, soccer, softball, and baseball games. This sponsorship will provide consistent exposure for the BUILT with Chocolate Milk brand, reinforcing the importance of dairy as a nutritional powerhouse for both athletes and fans throughout the sports season.
“Our partnership with Texas Tech Athletics is a celebration of the incredible work done by our West Texas dairy farmers and their deep connection to this community,” said Will Mallow, director of partnership marketing for Dairy MAX. “Dairy farming is at the heart of West Texas, and we are proud to support the Red Raiders while sharing the nutritional benefits of dairy with fans and athletes.”
Dairy MAX and Texas Tech are excited to engage fans in new and interactive ways while highlighting the critical role of dairy farmers in West Texas. Together, they aim to inspire better nutrition, support local agriculture and strengthen the connection between the Red Raider community and its agricultural roots. Fans can enter the Chief Milk Officer contest by submitting their entries on here and posting on social media using #ChiefMilkOfficer. To read about other partnership stories with Texas Tech Athletics, visit the Dairy MAX blog here.
–Dairy MAX