The United States Olympic Committee has entered into a five-year partnership with the country’s Milk Processor Education Program (MilkPEP).
The agreement names MilkPEP’s Milk Life campaign an official sponsor of the committee. The campaign aims to educate consumers on the nutritional benefits milk can bring.
The agreement will cover the 2016 Olympic and Paralympic Games in Rio de Janeiro, Brazil, the 2018 winter Olympic and Paralympic Games in PyeongChang, South Korea and the 2020 Games in the Japanese capital of Tokyo.
As part of the deal, the two parties will begin by organising national and local marketing campaigns in the build-up to, and during, this summer’s Games.
“This is a game-changing partnership for our industry, and an opportunity for local milk companies to continue to support their communities all year long,” Julia Kadison, chief executive at MilkPEP, said.
MilkPEP is funded by the nation's milk companies, who are committed to increasing fluid milk consumption.