Beef made its debut on the soccer field June 28, with the Kansas Beef Council (KBC) hosting a booth for the first time at a Sporting Kansas City game that had more than 17,000 fans in attendance. Located near the entrance of the stadium, almost 75% of those fans walked past the booth, where KBC brought energy and education.
Fans had the opportunity to spin a prize wheel to win beef swag and kick a soccer ball measured by a radar gun to compete for the day’s fastest kick. While the kids played, parents also learned how beef powers athletic performance, especially for young athletes. KBC handed out recipe brochures and shared QR codes to help families fuel their active lifestyles with high-quality protein. In addition, fans had the chance to sign up for Beef So Simple, a consumer-focused newsletter published by Beef. It’s What’s For Dinner. that contains recipes and tips to make beef easier to enjoy at home. Inside the stadium, beef was front and center with checkoff-funded video ads running during the game, reinforcing the message that beef belongs on every plate.
Sporting KC not only has a soccer team, but it also represents one of the strongest youth soccer communities in the country. By showing up in spaces like this, KBC is making sure the next generation grows up knowing that beef fuels champions.