Across Kansas this summer, high school athletes are attending camps, competing in summer leagues and logging extra reps in the weight room — all in pursuit of becoming stronger, faster and more prepared for the next season. Behind many of those efforts is a growing emphasis on sports nutrition and helping athletes understand how proper fueling supports performance both on and off the field.
That focus aligns naturally with a partnership the Kansas Beef Council (KBC) recently initiated with the Kansas State High School Activities Association (KSHSAA), positioning beef as part of a balanced, science-based approach to sports nutrition while connecting with Kansas athletes, families and fans at championship events across the state.
Following a pilot sponsorship during the 2025 football season, KBC expanded the partnership in 2026 to include KSHSAA state wrestling and basketball championships, as well as state track and field, baseball and softball championships this spring. Abby Heidari, KBC director of nutrition, says the sponsorship establishes KBC as the official protein sponsor of KSHSAA and provides a platform to share beef’s valuable role in sports nutrition and performance.
“The KSHSAA partnership is a natural fit when you think about supporting the nutritional needs of today’s student athletes and building beef demand for the future,” she says. “Beef easily earns its place on the plate when you’re showcasing its nutritional value and the role it has in supporting active lifestyles, now and into adulthood.”
By the Numbers: Reaching Kansas Families
KSHSAA championship events provided significant exposure opportunities, with hundreds of thousands of spectators showing up to cheer on thousands of athletes during the different state tournaments located at host sites across the state. Kansas state wrestling tournaments logged an estimated attendance of 39,600 people across four locations, and state basketball tournaments hosted more than 63,000 fans. The state track and field championship at Wichita State University is regarded as the largest state track meet in the country, drawing more than 20,000 spectators and 4,000 student athletes from 1A-6A schools. An additional 93,000 viewers tuned into NFHS Network online broadcasts of the different championships.
Through the partnership, KBC’s messaging appeared on videoboards, public address announcements and social media content. Fan activations at basketball tournaments included T-shirt tosses and “Flex Cam” engagements. These promotional touchpoints directed athletes, families, coaches and trainers toward the Sports Nutrition Game Plan, a free educational resource developed in cooperation with the Texas Beef Council and guided by a registered sports dietitian.
A Science-Based Game Plan
The Sports Nutrition Game Plan provides meal plans, recipes, cooking demonstrations and sports nutrition education specifically designed to help high school athletes understand the benefits of beef for training, performance and recovery. More than 150 Kansas coaches, athletic trainers and athletic directors currently participate in the program.
“We know high school athletes are constantly exposed to nutrition information on social media, and much of it is heavily influenced by trends and not necessarily accurate,” Heidari says. “The Sports Nutrition Game Plan provides credible and science-based guidance that comes directly from a registered sports dietitian so athletes, coaches and families can make informed decisions rooted more in sports nutrition evidence rather than misinformation.”
Throughout the school year, participating coaches and trainers receive weekly emails containing short educational videos, downloadable handouts and practical nutrition resources they can easily share with athletes and families.
“The educational focus of the partnership with KSHSAA allows KBC to position beef in a practical, performance-oriented context rather than just promoting a product,” Heidari explains. “We’re able to highlight beef attributes like high-quality protein, iron, zinc and B vitamins that help support athletes’ goals toward strength, energy and recovery.”
Fueling the Next Generation: A Producer’s Perspective
For Heather Donley, an Ellsworth beef producer and member of the KBC executive committee, that messaging aligns closely with her family’s experiences supporting student athletes. This past year, her oldest daughter was part of the Ellsworth High School volleyball team that advanced to the 3A state tournament for the first time in many years, while her younger daughter qualified for the state wrestling tournament.
“With a family of active kids, we’ve always tried to focus on ‘food as fuel,’ and a big part of that is consuming adequate amounts of protein each day,” Donley says.
Nutrition became especially important during wrestling season as her freshman daughter learned to compete safely within her weight class.
“Wrestling can sometimes get a bad rap for people cutting weight quickly or drastically limiting calories to maintain a certain weight, but for us it has to be done the right way,” Donley adds.
Her family emphasizes whole foods and high-quality protein sources, particularly beef. Meals are often centered around practical, protein-rich options that support training and recovery. Donley says family favorites include beef tacos and ground beef with jasmine rice because they are quick to prepare and can be customized with different toppings to accommodate the entire family.
Another hit is a beef bowl featuring ground beef, sweet potatoes, avocado and a chipotle ranch dressing that Donley’s youngest daughter discovered on social media.
“That has been one of her go-to meals,” she says. “She really learned this season how protein and specific types of carbs impact her practice and her performance at tournaments, and she’s really enjoyed looking for new recipes we can try as a family.”
Beyond performance, Donley says family conversations about food have helped shape a healthier mindset around nutrition and wellness.
“I do not want my kids to fear food,” she summarizes. “For us, it’s a way to connect with each other around the table and to fuel our bodies for school, sports and everyday life. If you put in garbage, you’re going to feel like garbage. Eating healthy makes you feel better, whether you’re taking a test, competing in a game or out working on the ranch.”
More Than Just a Product: Building Long-Term Health
That broader perspective reflects one of the goals KBC hopes to achieve through the Sports Nutrition Game Plan.
“Nutrition education really helps build long-term confidence in people’s food choices,” Heidari says. “If athletes can understand why certain nutrients matter and how foods support their performance, then it empowers them to make balanced, science-based food choices for themselves and their families. That foundation can extend far beyond sports and into adulthood.”
Connecting Checkoff Dollars to Local Communities
For producers, the KSHSAA sponsorship also provides a visible example of how Beef Checkoff investments are working within local communities.
Donley recalled seeing KBC branding prominently displayed during the state wrestling championships at Fort Hays State University’s Gross Memorial Coliseum, including signage on the awards podium where her daughter eventually stood after placing sixth in her weight class.
The visibility resonated with other ranching families attending the event as well, as several made positive comments to Donley during the tournament. She says partnerships centered around youth activities help producers better connect their checkoff dollars to meaningful local impact.
“A lot of times producers don’t get to see their checkoff dollars at work because they are often targeting larger cities or different demographics,” Donley says. “With this partnership, they get to see their checkoff dollars supporting youth and helping to reinforce their hometown pride. In many areas across Kansas, championship athletics often become community-wide experiences, with entire towns rallying behind their student athletes.”
Additionally, KBC leadership views the initiative as a long-term investment in both beef demand and consumer development. Josh Mueller, Halstead cattleman and KBC chairman, says the partnership creates an opportunity to connect with student athletes and families while emphasizing beef’s role as a versatile, high-quality protein.
“When young people and their families have positive experiences connected to beef, it helps keep beef relevant in their everyday lives and encourages the next generation of beef consumers,” he adds.
For producers evaluating the impact of their checkoff investment, Mueller says the partnership demonstrates how modern approaches to promoting beef can still stay closely tied to agriculture’s core values related to youth and community.
“The Kansas Beef Council staff does an amazing job of searching out unique opportunities and staying fresh and relevant to keep beef top of mind,” he says. “As a volunteer board of ranchers and beef producers, we’re always trying to get the most return on investment when spending checkoff dollars on these types of efforts.”
