The new project between the dairy industry and the Professional Footballers Association is being given an initial boost with the support of Southampton and England star James Beattie.
The Dairy Industry Association is managing the project in association with the Milk Development Council and dairy companies. Initially aimed at children between 11-18, the campaign will see posters and branded cups delivered to school milk bars across the UK.
An online competition for school children will also feature the chance to win Ronaldo’s signed shirt and VIP match tickets. A logo has been created featuring the PFA brand and the strapline ‘Milk, the drink of the professional footballer’.
The logo will be incorporated on to milk cups and a number of dairies have agreed to include it on packs of own label milk.
Further activity will be organised during the European Championships, with PoS and competitions available for independents, featuring prizes such as visits from professional footballers.
Edmumd Proffitt, processing manager with DIAL, said: “Football has a universal attraction and the tie up with PFA gives us access to a range of ‘money can’t buy’ competition prizes.”