Beef. It’s What’s For Dinner. Partners with Little League® World Series
As the official sponsor of the Perfect Home Plate with Little League, Checkoff-funded Beef. It’s What’s For Dinner. (BIWFD) is making mealtime easier with delicious, balanced recipe inspiration, perfect for busy sports families navigating a hectic schedule. This partnership is helping families keep their young athletes fueled from the classroom to the practice field to game day.
Why Little League?
The decision to partner with Little League Baseball and Softball, the largest youth sports organization in the world with more than two million players, was a strategic move by BIWFD to meaningfully connect active families with information about beef’s nutrition, ease of use and incredible taste. This partnership introduces a younger generation to beef’s benefits and positions BIWFD alongside other leading consumer brands.
At the Game
BIWFD hosted a welcome dinner for all twenty teams participating in the Little League World Series (LLWS) in Williamsport, Pennsylvania. Between players, coaches and families, 400 people were in attendance. The meal highlighted beef’s high-quality protein and nutrient package and was a chance for these athletes to bond over a shared experience while fueling up for their games.
As an official sponsor, BIWFD’s presence at the LLWS went beyond the dinner. During pitching changes, signage appeared throughout the ballpark, including a unique in-game feature named the “Call to the Bullpen” that prominently displayed the BIWFD logo. This branding effort reached the 300,000 attendees who were present during the game, along with the millions of fans tuning in on TV via ESPN and ABC broadcasts. Between the in-person promotions and TV coverage, beef’s message was seen by consumers more than 2.1 million times during the LLWS.
Driving Digital Engagement
Beyond in-person events and promotions at the LLWS, BIWFD has been promoting this partnership since April 2024. Beginning with an informational hub on BIWFD’s website, this webpage focused on educating Little League parents and families on beef’s nutritional value, great taste and the positive role it can have in an active lifestyle. Recipes were also featured from quick and easy weeknight meals to crowd-pleasing team dinners. Since launching, more than 60,000 people have visited the hub.
This informational hub was showcased through digital, e-mail and social media advertising efforts. Video advertisements, like “Knock Dinner Out of the Park with Beef,” were delivered to families across the U.S. and motivated them to visit the hub for more beef information and recipes. Additionally, media releases on the Little League partnership reached 549 news outlets with a potential audience of 217 million consumers. Through these multiple efforts, the informational hub has been shared with 2.2+ million consumers.
Fueling Families with Beef
This partnership educated players, families and fans about beef’s nutrition package, and showcased beef’s convenience and versatility, as well as how it makes mealtime quick and easy. Checkoff-funded efforts will continue to connect with new audiences and generations so they can come to know and love beef.
Learn more about Beef. It’s What’s For Dinner. and how families are stepping up their game with beef at www.beefitswhatsfordinner.com/little-league.
The Beef Checkoff program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.
