The Kansas Beef Council continued its partnership with the Kansas State High School Activities Association (KSHSAA) during the 2026 State Basketball Championships held in four locations: Emporia, Hutchinson, Wichita and Dodge City. Representing 1A through 6A classifications, the championships welcomed more than 63,000 fans last month for quarterfinal and final games.
Throughout the tournament, beef was featured as a nutrient-rich protein that supports strength, sustained energy and recovery during high-intensity competition. This message reached audiences through digital signage and in-arena experiences, with additional exposure generated by NFHS Network broadcasts, where more than 93,000 viewers saw a 30-second commercial reinforcing the importance of proper fueling with beef. The message was carried further with public address segments during the game and social media content.
In addition to event engagement, the Sports Nutrition Game Plan was promoted as a practical, science-based resource to help athletes, coaches and families better understand how to build balanced meals to support training and recovery.
Through continued collaboration with KSHSAA, the checkoff helps reinforce the role of beef in supporting active lifestyles and connecting with the next generation of athletes.