Highlighting successful programs of NCBA as a contractor to the Beef Checkoff.

For a second year, the National Cattlemen’ s Beef Association, a contractor to the Beef Checkoff, has partnered with Little League ® Baseball and Softball, the world’ s largest organized youth sports program, to name beef as the“ Official Sponsor of the Perfect Home Plate.” The Beef. It’ s What’ s For Dinner. brand slid into home base by promoting beef through national digital advertising and social media, along with in-person engagement at the Little League World Series in Williamsport, Pennsylvania.

The goal of this unique partnership is to introduce beef and the Beef. It’ s What’ s For Dinner. brand not only to the next generation of beef eaters, but also to their parents, who make grocery purchasing decisions. Beef’ s taste and versatility are second to none, and beef’ s nutritional value plays a foundational role in supporting healthy lifestyles, from the early years through adulthood. Whether it’ s practice, game time or the celebration meal, Little League families nationwide choose beef to stay fueled and satisfied.

“ This is a great partnership that provides us with an opportunity to speak directly to youth and their parents,” said Travis Maddock, vice chair of the Federation of State Beef Councils and North Dakota cattle producer.“ This is something that beef producers and everyone part of the Beef Checkoff should be very proud of.”

With Little League teams in every state, beef’ s positive message reached families across the country through digital advertising, social media and targeted emails. Throughout the spring, summer and back-to-school seasons, digital and social advertising directed Little League families to a special page on www. BeefItsWhatsForDinner. com which featured recipes, tips and resources showcasing beef’ s nutrition, convenience and versatility.

Beef’ s great taste is always a crowd pleaser, but nutrition is key when fueling young athletes and busy families. This partnership continues to educate consumers about beef’ s unmatched nutrition package of high-quality protein and 10 essential nutrients, helping them keep their families nourished throughout the day and introducing the next generation to the Beef. It’ s What’ s For Dinner. brand. A sports nutrition toolkit designed for parents and coaches also provided information on how beef plays a role in optimizing nutrition for athletic performance. The Beef Checkoff and the Beef. It’ s What’ s For Dinner. brand extended the in-person engagement during the Little

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League World Series event this year. In addition to hosting a player dinner for more than 400 athletes, coaches and parents, activation included extensive on-site signage, a popular cheeseburger chair photo opportunity, and other beef-centric activities that engaged thousands of event attendees.

Celebrity Chef Josh Capon joined the excitement by showcasing beef sliders during a satellite media tour, where he conducted 23 interviews, garnering more than 2,300 media placements with a total audience of 30 million consumers across the country. ESPN also featured beef during their onair promotions of the event. Features highlighted the Player Welcome Dinner and Beef. It’ s What’ s For Dinner. sweepstakes, with almost 3.5 million consumers tuning in.

“ We’ ve seen industry excitement grow over the last two years,” said Aimee Long, executive director of influencer engagement and partnerships at NCBA.“ Everyone has a Little League story, whether you played, coached or simply watched along, and this partnership touches communities in more ways than we ever imagined.”

Founded in 1939, Little League is the world’ s largest organized youth sports program, with approximately two million players( ages 4-16) playing baseball and softball in

communities across every U. S. state and more than 80 other countries. Little League believes in the power of youth baseball and softball to teach life lessons that build stronger individuals and communities. Each year, millions of people follow the hard work, dedication and sportsmanship Little Leaguers display at seven baseball and softball World Series events, the premier tournaments in youth sports.

The partnership between the Beef Checkoff and the Little League organization continues to hit it out of the park because of their shared values and a common goal of promoting nutritious protein for young athletes. Learn more at www. beefitswhatsfordinner. com / little-league.

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