The Dairy Council is to launch a three-year campaign next spring to promote the consumption of milk among young sports people.
The council has secured €2.2m of funding from the European Commission to run the 'Milk in Action' campaign throughout England, Wales, Ireland and Northern Ireland.
It aims to increase milk consumption among young people in the run up to the London Olympics in 2012 through ties ups with various sporting activities.
"We are delighted to have secured this substantial funding from the EU for what we believe will be a campaign that will resonate with many young people in the UK," said Dairy Council chairman Sandy Wilkie.
Wiseman's Wilkie to chair Dairy Council - 11 April 2009