Ontario Basketball and MilkUP Continue Partnership to Empower Team Ontario Athletes on the Road to Nationals
Whitby, Ontario – Ontario Basketball is proud to announce an extension of its impactful partnership with MilkUP. For the second consecutive year, MilkUP has committed $20,000 to support Team Ontario athletes as they prepare to represent the province at the 2025 Canada Basketball National Championships.
This continued support helps offset key expenses such as registration, travel, and uniforms
– ensuring financial barriers don’t stand in the way of high-performance athletes reaching their full potential.
As part of this year’s partnership, MilkUP will again serve as the Presenting Partner of Team Ontario Media Day. This exciting initiative gives athletes a fun, interactive opportunity to experience what it’s like to engage with the media—building confidence, communication skills, and brand awareness as they learn to navigate interviews, photoshoots, and media exposure on a national stage.
Claude Nembhard, CEO of Ontario Basketball, expressed his gratitude:
“We are incredibly thankful for MilkUP’s continued commitment to our provincial teams. This partnership allows us to remove financial barriers and provide a more accessible and empowering experience for our athletes and their families. Together, we’re building a strong foundation for the next generation of leaders on and off the court.”
Cheryl Smith, CEO of Dairy Farmers of Ontario, shared her perspective on the renewed collaboration:
“We are pleased to support Team Ontario through our continued partnership with Ontario Basketball. Dairy Farmers of Ontario, through MilkUP, is committed to helping young athletes succeed. We hope our contribution will empower youth and highlight the importance of milk in supporting a vibrant, active life, provides these athletes with even more chances to play and achieve their ambitions. Wishing Team Ontario success at the 2025 Canada Basketball National Championships.”
The $20,000 MilkUP sponsorship will cover key expenses for Team Ontario athletes, including:
- Registration Fees: Ensuring all athletes can compete with limited financial barriers.
- Uniform Costs: Equipping athletes with high-quality gear to wear with pride.
- Travel Expenses: Supporting safe and efficient travel to and from the national stage.
About Ontario Basketball
Ontario Basketball is dedicated to fostering athlete development, competitive opportunities, and community connection through the sport of basketball. As a provincial sport organization, OBA is committed to building inclusive, high-quality experiences that empower athletes across Ontario.
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 3,187 dairy farmers, their families and employees are proud to produce high-quality milk for Canadians. For more information, visit www.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’. Our 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.