The Kansas Beef Council (KBC) continued its partnership with the Kansas State High School Activities Association (KSHSAA) as the official protein sponsor of Kansas high school athletics during the 2026 KSHSAA Wrestling Championships, held February 27-28 across four locations: Overland Park, Park City, Salina and Hays. Spanning 1A through 6A classifications, the competitions drew an estimated 39,600 athletes, coaches and fans from around the state.
KBC leveraged this high-energy event to connect beef with strength, performance and recovery using a multi-channel sponsorship approach. Messaging reached attendees through both digital channels and on-site activations during the championships. Each touchpoint reinforced beef’s role as a high-quality protein with essential nutrients that supports the dietary demands of competitive athletes.
The event also elevated awareness of the Sports Nutrition Game Plan, a free online resource designed to help athletes, coaches and families better understand how to fuel their bodies for performance. The plan provides practical, science-based guidance on building balanced meals and incorporating nutrient-rich foods, like beef, to deliver the fuel needed for active lifestyles.
Through partnerships like KSHSAA, Kansas beef producers’ checkoff investment helps ensure athletes and families have access to credible nutrition information, reinforcing beef’s role in supporting long-term health.
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