FRISCO, Texas – The Cowboys continue to come up with innovations for their new home at The Star – extending all the way to the way they eat.
On Thursday morning, the organization announced a new partnership with Dairy MAX – a first-of-its-kind venture in the NFL. The newly created nutrition partnership provides an additional touchpoint outside of schools, complementing the already successful teamwork between Dairy MAX and the Dallas Cowboys through Fuel Up to Play 60.
"As many of you know, we like to be innovative and like to have an opportunity to be first in everything that we can do. This extension with Dairy MAX and the nutrition program as it relates to Fuel Up to Play 60 is no exception," said Cowboys executive vice president Charlotte Jones Anderson. "As you saw this morning, it's the first time that an NFL team has ever branded inside a facility – especially around the health and nutrition space."
The Fuel Up Training Table is located within the Ford Center, just steps away from the Dallas Cowboys practice space. Here, Dairy MAX will educate visitors of all ages and interests about the significance of good nutrition through dairy consumption and the other food groups represented by MyPlate.
This partnership will take the Cowboys' efforts toward health and wellness to a new level, as it will extend beyond outreach programs such as Fuel Up to Play 60, but it will also encompass their own facility – including on-site staffers to help implement their programs.
Fuel Up to Play 60 is the leading in-school nutrition and physical activity program launched by National Dairy Council and NFL, in collaboration with the USDA, to help encourage today's youth to lead healthier lives.
"We are extremely proud of the partnership that we're about to have," said Neil Hoff, Chairman of the Dairy MAX Board of Directors. "Through Fuel Up to Play 60, which is our program that we go into schools with, we can go arm-in-arm with the dairy industry, along with the NFL – and especially the Dallas Cowboys. We can go into our schools and we can talk to kids and we can tell them what they need to do nutritionally, and what they need to do with physical activity."
The partnership is just the latest way the Cowboys are changing things at The Star.