Ontario Basketball and Dairy Farmers of Ontario Expand Partnership into 2025
Dairy Farmers of Ontario continues as the official and exclusive partner of Ontario Basketball.
The Ontario Basketball Association (OBA) and Dairy Farmers of Ontario (DFO) are excited to extend their partnership into 2025. With this agreement, DFO will be the presenting partner of the Ontario Basketball Championships and support Team Ontario.
“Dairy Farmers of Ontario is delighted to continue its partnership with Ontario Basketball Association (OBA) and support youth sports across the province,” said Cheryl Smith, Chief Executive Officer of DFO. “MilkUP is DFO’s youth lifestyle brand and creates significant, measurable, and enduring benefits for young adults through sports and community activities, emphasizing the advantages of milk in maintaining a healthy, active lifestyle.”
As part of the continued partnership, DFO will support all Ontario Basketball Provincial Championship events in 2025 with activations, product sampling and on-site branding, which run from March 28 to June 1 and bring together U10-U19 boys and girls teams from across the province. These activations will provide exciting experiences for athletes, while raising awareness on the importance of nutrition and encouraging healthy, active lifestyles.
Beyond the championships, DFO will continue to support Team Ontario by delivering an engaging media experience that highlights the importance of dairy in an athlete’s diet. This includes fun on-site activations with milk and valuable media training for athletes, equipping them with skills they can use both on and off the court.
“We are thrilled to extend our partnership with Dairy Farmers of Ontario. Throughout our collaboration, we have seen firsthand the positive impact of DFO’s support on youth basketball across Ontario. This renewed partnership not only solidifies our commitment to one another but also opens doors to new opportunities to support our membership. We’re excited to continue this journey together, fueled by a shared vision of growth and community impact,” said Claude Nembhard, CEO of, the Ontario Basketball Association.
OBA and DFO first partnered in 2019, and Ontario Basketball is grateful for DFO’s ongoing support of youth basketball. Looking ahead, OBA is excited to roll out our partnership during the Ontario Basketball Championships and support Team Ontario throughout 2025.
About Dairy Farmers of Ontario
Dairy Farmers of Ontario (DFO) is the marketing board for the largest sector of Ontario agriculture. Our mission is to provide leadership and excellence in the production and marketing of Canadian milk for a dynamic, profitable growing dairy industry. Ontario’s 3,100+ dairy farmers, their families and employees are proud to produce high-quality milk for Canadians. For more information, visit new.milk.org.
About MilkUP
MilkUP is Dairy Farmers of Ontario’s bold and dynamic Gen Z lifestyle brand. Whether through academics, sports or entertainment, MilkUP is there encouraging Gen Zs to ‘milk every moment’. The brand motivates Ontario youth using authentic experiences that inspire them to realize their untapped potential and re-embrace milk as a lifestyle staple. Learn more about MilkUP initiatives at new.milk.org/MilkUP
About OBA
OBA leads basketball development in Ontario by delivering innovative programs and services that adapt to the evolving provincial, national, and global basketball landscape, ensuring opportunities for growth at every level of the game.