Dairy Management Inc.

Dairy Management Inc. (DMI) is working to ensure the success of the dairy industry by building demand for all of its products. It serves as the parent of the American Dairy Association, National Dairy Council and US Dairy Export Council. As the sports marketing agency for Dairy Management, Inc., Team Services negotiates and activates DMI’s sponsorship with the NFL, negotiates all local NFL Club sponsorships on behalf of the local state and regional promotional dairy associations, and manages all NFL player-related endorsements on behalf of the National Dairy Council.

Founded in 1915, the National Dairy Council® conducts nutrition education and nutrition research programs through national, state and regional Dairy Council organizations, on behalf of America’s dairy farmers. One of the most visible consumer brands is the 3-A-Day of Dairy program. 3-A-Day of Dairy was created as a simple reminder for families to get three daily servings of milk, cheese or yogurt for stronger bones and healthy bodies.

Most of the National Dairy Council’s NFL partnership activation takes place in schools around the country. DMI created a national cafeteria campaign with the NFL that reached over 30,000 schools annually across the country. This campaign included a poster series that featured over 20 NFL players in designated markets, and a curriculum to educate children on healthy lifestyles with the goal of combating childhood obesity. DMI also leverages its relationship with the NFL through the creation of customized milk packaging created with messaging unique to fitness and football. A big component of the National Dairy Council’s school marketing platform is to further increase children’s understanding of, and participation in, healthy lifestyle behaviors, while making milk a staple in a child’s daily intake. During the fall, the Re-Charge Energizing After-School Program is made available to schools across the country with a similar mission.

DMI has evolved its partnership with the NFL through the introduction of the Fuel Up To Play program that will be introduced to schools in 2009. Across the country, the National Dairy Council and the NFL are teaming up to make a long-term commitment to America’s youth with an initiative that is aimed at tackling their sedentary lifestyles and poor nutrition. The nutrition and fitness initiative encourages youth to take action for their health and get involved in making positive changes in their schools and beyond. The initiative seeks to empower youth by partnering with them to choose more nutritious foods including low-fat and fat-free dairy products, whole grains, fruits and vegetables; get 60 minutes of physical activity each day; and motivate their friends to do the same.

One of Team Services’ latest efforts included working on behalf of DMI at the 2007 Super Bowl:

“The meticulous attention to detail, the thoughtful and courteous attention to our guests, and the enthusiastic attitude demonstrated by you and your staff were exemplary. Because of Team Services’ professionalism and hard work, our guests left Miami with a most favorable impression of DMI and our relationship with the NFL. Nothing was left to chance, and every detail was covered.”

– Julian G. Toney, COO & Senior Executive VP, DMI

Learn more about local player partnerships and team partnerships secured on behalf of DMI.