LARAMIE, Wyo. (Sept. 26, 2025) – Wyoming Athletics and Dairy Max announced today a new marketing campaign as part of their partnership through Wyoming Sports Properties. In a groundbreaking collaboration that is true to Wyoming, the new campaign will include Name, Image and Likeness (NIL) support for not only select Wyoming student-athletes but also features the first ever NIL opportunity presented to a live dairy cow.
"This campaign shows what's possible when creativity meets strong partnerships," said Jennie McDowell, Dairy MAX CEO and University of Wyoming alumna. "We've created a one-of-a-kind way to connect fans with both student-athletes and the dairy farmers who fuel them. Bringing a live dairy cow into the NIL space is not only uniquely Wyoming — it's a reminder of the real source of nutrition that helps athletes recover and perform at their best."
The new campaign launched by Dairy Max is leaning into student-athlete brand power to highlight and promote the benefits of drinking chocolate milk for athlete recovery, with NIL involvement in the campaign from Cowboy and Cowgirl student-athletes Kaylee Simshauser (rodeo), Jack Walsh (football), Caden Barnett (football) and Caleb Merritt (football).
The four student-athletes star in a series of Dairy Max commercials centered on the "signing" of the first-ever NIL deal with a live dairy cow. Their reactions and curiosity about this new twist on NIL capture the playful spirit behind this one-of-a-kind partnership.
"We are excited to continue our relationship with Dairy Max." UW Director of Athletics
Tom Burman said. "We are always searching for the best ways to support our student-athletes in the name, image and likeness landscape."
Dairy Max and Wyoming Athletics have enjoyed a strong and beneficial partnership since 2019 prior to their new and enhanced approach to student-athlete marketing with original video content to create a more authentic connection with Wyoming fans. Dairy Max also continues to serve as the Men's Basketball Youth Camp sponsor, present the Flex Cam video board promotion at football and basketball games, and receive additional assets such as in-venue signage and social media brand placement.
"Dairy Max has been a tremendous partner to Wyoming Athletics, and this campaign reflects both the creativity of their brand and the spirit of our state," said
Rob DeSoto, General Manager of Wyoming Sports Properties. "This is the kind of NIL story you won't see anywhere else, and that's what makes it uniquely Wyoming."
Wyoming Sports Properties, the locally based team of Learfield – the media and technology company powering college athletics – is the exclusive multimedia rights holder for Wyoming Athletics and oversees all sponsorship agreements on behalf of the Cowboys.
About Dairy Max
For over 40 years,
Dairy MAX has represented and championed the work of
dairy farmers across eight states – Colorado, southwest Kansas, Louisiana, Montana, New Mexico, western Oklahoma, Texas and Wyoming. As part of a nationwide initiative, our mission is to strengthen
dairy agriculture, drive impactful results for farmers and elevate the overall image of the
dairy community. Learn more about our commitment and meet our team of experts at
DairyMAX.org.
About Wyoming Athletics
The University of Wyoming is located in Laramie, Wyo. The home of the Cowboys and Cowgirls, The UW campus sits at 7,220 feet above sea level for the highest elevation in NCAA Division I. Wyoming Athletics offers 17 varsity sports and competes in the Mountain West Conference.
About Learfield
Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield's presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors' Cup, supporting athletic departments across all divisions.
