The partnership between Nebraska dairy producers and Husker Athletics is growing stronger, bringing new and engaging ways to connect with students, athletes, and fans across the University of Nebraska-Lincoln campus.
Ashley Larson, Manager of Programs and Partnerships for Midwest Dairy, shared how this collaboration highlights the role of dairy in wellness and sustainability while reaching a key demographic: Gen Z.
“Our partnership with Husker Athletics started a few years ago, and this year we’re excited to expand it,” Larson said. “By working with the Campus Rec Center and participating in various events, we’re reaching students in unique and meaningful ways.”
A Dairy-Packed Semester
The fall semester kicked off with Midwest Dairy participating in numerous campus events, including the Big Red Welcome, Husker Mania, and the Wellness Fest. These events offered interactive activities like the Dairy Dash, where students teamed up to learn about cow care and farming practices in a hands-on way.
“We also attended a student tailgate for the first football game and a fan fest before the first home volleyball game,” Larson said. “Through trivia games and other activities, we emphasized the importance of cow care and dairy sustainability.”
A highlight of the semester was Dairy Day at Devaney on September 5. Midwest Dairy sponsored a volleyball game and featured real dairy farmers who spoke to students about farm life and sustainability practices. Game-day announcements reinforced messages of wellness and the benefits of dairy.
What’s Ahead
Beyond in-person events, Larson said digital messaging plays a key role in the partnership. Midwest Dairy collaborated with two Husker volleyball NIL athletes to create monthly wellness messages displayed on campus Rec Center equipment, hallway boards, and on Huskers.com. These messages promote gut health, the benefits of dairy, and wellness tips.
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A new addition this year is a smoothie contest at the athletes’ training table, where NIL athletes will create and share their favorite recipes. The winning smoothie will be featured online.
Positive Reactions
The response to Midwest Dairy’s efforts has been overwhelmingly positive, Larson said. She noted the high engagement at Big Red Welcome events, where students eagerly participated in activities like the Dairy Dash.
“Our NIL athletes are enthusiastic about working with us to share dairy messaging,” Larson added. “They incorporate dairy into their diets to fuel their performance, and they’re excited to promote its benefits to others.”
