Beef. It’s What’s For Dinner. brand teams up with Little League®

BEEF New Partner Graphic

The iconic Beef. It’s What’s For Dinner. brand, managed by the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, is teaming up with Little League® as an Official Partner through 2025.

“We are excited to welcome beef as an official sponsor, and to bring their support of our program starting this summer,” said Liz DiLullo Brown, Little League Executive Vice President and Chief Marketing and Business Relationship Officer. “The Beef. It’s What’s For Dinner. brand is an iconic phrase known in households across the country, and we look forward to sharing their beef recipes and resources with Little League families and their communities.”

Starting in May, a “Dinnertime Conversations” video series, produced specifically for Little League families, will provide helpful tips, recipes, and resources for cooking and eating beef – the “Official Ingredient of Dinner Conversations.” These videos, which will feature real-life scenarios of Little League families, will be shared across the Little League and Beef. It’s What’s For Dinner social media platforms as well as on the Little League tab on

“This partnership is an exciting opportunity for us to support the more than 1.8 million Little League players and their families with beef,” said Dan Gattis, NCBA Federation Division Chair. “Not only is beef a crowd pleaser at mealtime, it also provides high-quality protein and nutrients that are essential for fueling active minds and bodies.”

In addition to providing resources to support youth athletes and their families, as the “Official Sponsor of the Perfect Home Plate,” the Beef. It’s What’s For Dinner. brand will also be hosting a unique player meal for the more than 240 participants of the Little League Baseball® World Series in Williamsport, Pennsylvania. The Beef meal will fuel players with the high-quality protein and nutrients they need before the competition gets underway at the world’s largest youth sports event.

For more than 75 years, Little League has partnered with major corporations on a national level to help keep the costs for our local Little Leagues to a minimum, offer unparalleled benefits to those member leagues, support the social impact initiatives of the organization and its local communities, and provide the necessary funding and resources to support local leagues at the grassroots level. Sponsors help leagues operate smoothly, provide training resources for coaches, offset expenses for educational initiatives, offer grant programs for leagues in need, assist in supporting tournament costs, and provide opportunities and knowledge in fundraising, operations, nutrition, and safety. In short, sponsors provide access and opportunities so that local leagues may offer the best programs possible, helping ensure that players and volunteers can have a fun and rewarding Little League experience while supporting their community.

To learn more about what Beef. It’s What’s For Dinner. can offer to local leagues, as well as what all of Little League’s Official Sponsors can provide, visit Additionally, to learn more about the 2024 Little League World Series events, visit and download the World Series app in the Apple App Store or Google Play. 

About the Beef Checkoff

The Beef Checkoff Program was established as part of the 1985 Farm Bill. The Checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.

About NCBA, a Contractor to the Beef Checkoff

The National Cattlemen’s Beef Association (NCBA) is a contractor to the Beef Checkoff Program. The Beef Checkoff Program is administered by the Cattlemen’s Beef Board, with oversight provided by the U.S. Department of Agriculture.