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Dairy MAX helping to spearhead Madden NFL tournament in Texas


Regional dairy council Dairy MAX and Gaming Community Network, a GameSquare Esports company, announced this week the “Fuel Up to Play 60 Madden NFL 23 Open Tournament,” an online EA SPORTS Madden NFL 23 competition for students in the Dallas Cowboys’ viewing area. The free tournament will test local middle and high school students’ gaming skills for a chance to live like the Dallas Cowboys for a day while also educating the youth gaming community on the importance of fueling their bodies with healthy foods so they have the energy to play their game.

Registration for the Fuel Up to Play 60 Madden NFL 23 Open Tournament is now open!

“For more than 100 years, dairy farmers have been focused on youth health and wellness starting with feeding kids in schools,” said Mike Konkle, CEO of Dairy MAX. “For the past decade, we’ve worked closely with traditional sports — most notably with the NFL through our Fuel Up to Play 60 program — to help teach kids and their families that performing at your best starts with eating right. The Fuel Up to Play 60 Madden NFL 23 Open Tournament is a unique opportunity for us to reach kids where they are, encouraging a healthy lifestyle whether you are competing on the virtual or physical field.”

Beginning October 25, eligible students will have an opportunity to compete virtually on either Xbox or PlayStation to qualify for the finals on October 27, which will be broadcast live on Complexity Gaming’s official Twitch channel.

In addition to ultimate bragging rights, the two grand prize winners will become honorary Dallas Cowboys players for a day, where they will sign a “contract” at AT&T Stadium, claim their own locker and Cowboys gear, attend a Dallas Cowboys game and practice, and even clash with a Cowboys player on the virtual gridiron in a game of Madden NFL 23. Runner-ups will receive additional prizes, including signed football merchandise. Additionally, the school with the highest number of competing students will win a branded breakfast cart, courtesy of the Hubert Company, a leader in commercial kitchen equipment.

As the Official Nutrition Partner of the Dallas Cowboys, Dairy MAX promotes the importance of healthy, balanced eating for performance in school, in-game, and on the field. As part of the National Football League and National Dairy Council’s “Fuel Up to Play 60” campaign, which aims to help students take steps to own and improve their health, including physical activity and healthy eating, the Fuel Up to Play 60 Madden NFL 23 Open Tournament signals Dairy MAX’s commitment to this mission.

“Living a healthy lifestyle requires a balanced 360-degree approach, including eating right and being active,” said Drew Brunson, Chief Strategy Officer, GCN. “The Fuel Up to Play 60 Madden NFL 23 Open Tournament not only promotes these lifestyle choices, but also captures how esports can support wellness by exercising critical thinking, dexterity, and teamwork.”

Throughout the campaign, Dallas Cowboys cornerback Trevon Diggs and Complexity Gaming Madden NFL pro Drini will promote the event on social media. GCN will operate all aspects of the tournament, including talent sourcing and operations.

Sign-ups will be hosted on Complexity’s Official Nutrition Partner Landing Page, where participants can learn more about fueling their bodies with healthy foods so they have the energy to play their game. For more information and to sign up, please visit Tournament registration is free.

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