The Ohio Pork Council (OPC) is taking a fresh approach to marketing pork by collaborating with some of the state’s most popular sports team. In an effort to connect with fans, the farmer-based association is taking multiple approaches to achieve this goal. By blending sports culture with food marketing, the OPC aims to spark new interest in pork products across the state.
The council has maintained its unique bacon vending machine at The Ohio State University’s football games since 2018. More recently, the organization established a partnership with the Cleveland Browns during the 2024-2025 football season. OPC has also been working with a Cincinnati Bengals Cheerleader (also known as a “Ben-Gal”), Ashley Martinez.
Together, these partnerships are designed to blend food marketing seamlessly with sports culture.
“Today, it’s harder than ever to reach consumers, so we decided to turn more to sports as a way to reach them in a way that seems more relevant today,” said Cheryl Day, OPC’s executive vice president. “We’re certainly pleased with the outcomes we’ve seen so far, but we realize there’s so much more that we can do to promote all the reasons why consumers should consider pork as their go-to choice for high-quality protein.”
Located on the south end of Ohio Stadium, the bacon vending machine is near the main part of Ohio State’s student section. This provides students, as well as other fans, with an easy opportunity to purchase bacon during game-time. Creating a memorable way to get pork in the hands of consumers with little effort has led to many students buying bacon and creating game day buzz.
The OPC didn’t just stop at the collegiate level to promote pork. Their new partnership with the Cleveland Browns has allowed OPC to engage with fans during Cleveland’s pregame tailgating.
At two of the Browns' tailgates last season, OPC set up a tent on Dawg Pound Drive. Ohio pig farmers and allied industry members interacted with tailgate attendees, giving fans a chance to try OPC’s newest venture – pork tenders.
In addition to the food samples, fans had the opportunity to watch "Real Pork. Real Farmers" videos, which spotlight Ohio’s pig farming families and share their stories about raising safe, nutritious protein to feed the world.
Through in-person engagement with fans, OPC is reaching consumers in a new way, educating them on how they can incorporate pork in their diet as a wholesome protein option.
After receiving immediate positive feedback on the pork tenders, the organization plans to feature them on the menu at the 2025 Ohio State Fair. Thousands of fairgoers will get the chance to try a variety of pork dishes over its 12-day duration.
Saydee Baughman, director of events and promotions at the Ohio Pork Council, helped foster the partnership with the Browns.
“One of our goals at consumer-facing events like the tailgates is to create a positive pork-eating experience for everyone,” Baughman said.
Sampling new pork products at sporting events like NFL games is just one way the OPC is working to educate consumers about pork. The council continues its presence at Buckeye football games and partnered with ESPN in 2024 during March Madness to promote pork.
“We want to show consumers that pork is a versatile, affordable, and nutritious protein option. With sports-related ad campaigns, we are putting pork at the top of their minds,” Baughman said.
A partnership between Martinez and Ohio Pork Council helps pork advertising reach new spaces. On top of being a cheerleader, Martinez is a chef and dietician; she does grocery store tours, cooking workshops and workout classes. She also works with other nutritionists to teach them how to make pork a nutritious part of their clients’ diets. Martinez travels around the state to other events where she promotes the nutritional value of pork as a versatile protein.
“As farmers, we want consumers to feel good about choosing pork for their meals,” said Nathan Schroeder, OPC president, who farms with his family in northwest Ohio. “We take a lot of pride in how we care for our animals, the environment, and our communities. That’s why we want sports fans and everyone in the state to give pork another look. It’s not only nutritious, but its taste and flavor make everything a little better from game days to everyday meals.”
As the Ohio Pork Council continues to engage with consumers, strategies involving sports offer opportunities to educate the public and highlight the versatility of pork. OPC’s goal is teach others new ways to enjoy pork, while showcasing the importance of proper cooking techniques and inspiring more people to embrace pork as quality choice for any meal.