A United Front for Beef Promotion in a High-Energy Sports Setting
The Alabama Cattlemen’s Association (ACA) is teaming up with several southeastern state beef councils to roll out a major consumer outreach campaign—this time in an unexpected but powerful setting: the Bristol Motor Speedway in Tennessee. This collaborative event, backed by the Beef Checkoff Program, aims to engage thousands of sports fans at a professional baseball game featuring the Atlanta Braves and the Cincinnati Reds.
— Dale Sandlin, Southeast AgNet reporting:
Beef Checkoff Takes the Field
Erin Beasley, Executive Vice President of the Alabama Cattlemen’s Association, shared insights into this unique marketing opportunity. “We’ve got several states that are partnering together for a large event,” Beasley explained. “It’s going to be the Atlanta Braves versus the Cincinnati Reds professional baseball game. This is a unique experience and an opportunity for several of the southeastern states to come together.”
The event is strategically timed and located to take advantage of an enthusiastic and engaged audience. Taking place at the iconic Bristol Motor Speedway—a venue known for attracting large crowds—this baseball game provides the perfect platform for promoting beef to sports-loving consumers.
Why Sports and Beef Go Hand-in-Hand
Beasley emphasized the alignment between sports fans and beef enthusiasts: “We know that those folks love beef. They’re loyal fans of ours, and we’re looking forward to having a large presence at this game and being a part of this really neat experience.”
The promotion falls in line with a broader strategy pursued by the Beef Checkoff and state councils—tapping into sports events as high-visibility opportunities to connect with consumers. These campaigns help strengthen the public’s perception of beef as not only delicious and nutritious but also central to the all-American experience of enjoying a ballgame.
Regional Collaboration for Maximum Impact
Pooling resources among multiple southeastern states is a key strength of this outreach initiative. “It’s really important when states come together because it allows us to pool our resources and be able to have a larger impact,” Beasley noted.
The combined effort allows for a multi-layered approach to marketing. In addition to onsite activities at the speedway, the campaign will feature digital and mobile outreach. “So people will not only see us physically when they’re at the event on site, but also if they’re on their phones or whatnot, they probably will see a presence there as well,” Beasley added.
A Model for Future Promotions
With efforts like this, the Beef Checkoff Program continues to find innovative ways to reach consumers where they are—whether that’s in the grocery store, on social media, or at the ballpark. The Bristol event not only promises an exciting atmosphere for baseball fans but also serves as a model for effective, collaborative beef promotion across state lines.