When summer rolls around, there is something special about hearing the crack of a bat against a baseball and the sizzle of beef on the grill. It makes sense for two popular summer pastimes to join forces. The National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, is partnering 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 goal of this unique partnership is to introduce beef and the Beef. It’s What’s For Dinner. brand not only to a younger audience, but also to their parents, who make grocery purchasing decisions. Beef’s positive message about fueling active healthy families also bridges the gap between urban and rural communities, creating a grassroots national effort. 

“This partnership provides a unique opportunity to reach a younger audience and their families with facts about beef and recipes they will love,” said Dan Gattis, NCBA Federation Division Chair. “With approximately two million players annually, Little League teams account for 70% of youth baseball in the U.S. and makes them an ideal partner for the Beef Checkoff.” 

Throughout the spring, summer and back-to-school seasons, digital and social advertising will direct Little League families to a special page on BeefItsWhatsForDinner.com which includes recipes, tips and resources showcasing beef’s nutrition, eating experience, convenience, and versatility. Beef’s great taste is always a crowd pleaser, but nutrition is key when fueling young athletes and busy families. 

The tween and teen years are stages of transformative development, but unfortunately, many school-age children and adolescents fall short on consuming essential nutrients to support learning, activity, development, and performance. In fact, the latest Dietary Guidelines for Americans highlights how many children and adolescents aren’t getting enough high-quality protein, iron, zinc, choline and vitamins B6 and B12. These nutrient inadequacies are especially alarming given the significant growth and development that happens during this life stage.¹

This partnership will help 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. 

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 that Little Leaguers display at seven baseball and softball World Series events, the premier tournaments in youth sports. 

In addition to advertising and signage at games, the Beef Checkoff will also extend the Beef. It’s What’s For Dinner. brand by hosting a unique player meal in August for the more than 240 participants of the Little League Baseball World Series in Williamsport, Pennsylvania. This event is a chance to bring together competitors from around the world to share a beef meal while fueling players with the high-quality protein and nutrients they need before the competition gets underway at the world’s largest youth sports event. 

The Little League organization has a very active and loyal audience base with values that align with the beef industry. Little League stands for hard work, dedication and sportsmanship and is a complementary brand to Beef. It’s What’s For Dinner. Beef and baseball bring people together and help families create lasting memories, making this partnership a home run. 

1 U.S. Department of Agriculture and U.S. Department of Health and Human Services, Dietary Guidelines for Americans, 2020-2025. 2020.