University of Wyoming Athletics has inked a unique name, image and likeness agreement with Dairy MAX in the first-ever NIL deal featuring student-athletes and a live dairy cow.
UW Cowboy student-athletes appearing in Dairy MAX commercials extolling the health benefits of chocolate milk include rodeo rider Kaylee Simshauser and football players Jack Walsh, Caden Barnett, and Caleb Merritt.
The commercials were posted to Facebook and YouTube last week.
"This campaign shows what's possible when creativity meets strong partnerships," said Jennie McDowell, Dairy MAX’s chief executive officer and a UW alumna. "We've created a one-of-a-kind way to connect fans with both student-athletes and the dairy farmers who fuel them. Bringing a live dairy cow into the NIL space is not only uniquely Wyoming — it's a reminder of the real source of nutrition that helps athletes recover and perform at their best."
Dairy MAX, based in Grand Prairie, Texas, is a non-profit organization representing more than 900 dairy farmers in Colorado, southwest Kansas, Louisiana, Montana, New Mexico, western Oklahoma, Texas, and Wyoming.
Although Dairy MAX has a NIL campaign with Texas Tech University, to promote chocolate milk, the one at UW is the first of its kind to feature a live cow.
“This strategy really comes from Dairy MAX’s work in reaching younger audiences,” said Dairy MAX Program Manager Jaclyn Alkhatib. “This was a unique way for us to tell the dairy story that resonates with college athletes and their fans.”
Milk Marketing
Scott George, owner of George Farms in Cody, which has 650 dairy cows, said he supports the NIL deal. “It’s very effective in promoting the nutritional value of dairy products by influential people, especially with the youth,” he said. “I am very much in favor of it.”
He recalled a similar promotion, although not involving a live cow, in which the Denver Broncos partnered with a dairy to produce orange-flavored milk for school children.
Aside from providing financial support to UW athletes, the campaign has intangible benefits.
“This uniquely places dairy in cultural moments that matter to this younger generation through sports, recovery, performance, and fun”, said Alkhatib. “It shows how dairy is part of a lifestyle. It also strengthens the tie of agriculture and athletics working hand-in-hand in Wyoming.”
Rob DeSoto, general manager of Wyoming Sports Properties, an affiliate of Learfield, which is the exclusive multimedia rights holder for Wyoming Athletics and oversees all sponsorship agreements for the Cowboys, agrees,
“On the student-athlete side, they gain real-world experience in branding, content creation, and acting,” DeSoto said. “On the community side, the campaign reinforces the role the dairy industry plays in a healthy lifestyle.”
Dairy MAX and Wyoming Athletics have partnered since 2019. Dairy MAX sponsors UW Men's Basketball Youth Camp, the Flex Cam video board promotion at football and basketball games and is involved in in-venue signage and social media brand placement.
