HOUSTON — What do Brett Favre, Priest Holmes and Tom Brady have in common? Aside from being National Football League (NFL) players and role models to millions of children, they've all sported their upper lips with the good-for-you white stuff — milk.

For decades, the American Dairy Association/National Dairy Council (ADA/NDC) has teamed with individual NFL players and coaches to communicate with kids about the benefits of good nutrition and physical activity. Announced at a press conference during Super Bowl week, the ADA/NDC is formalizing that relationship with a four-year sponsorship of the NFL.

The ADA/NDC plans to fully leverage the NFL sponsorship through its multimillion-dollar integrated marketing communications program that includes retail promotions, advertising, public relations, and a national school program with the NFL.

The sponsorship rights include Super Bowl presence, use of league marks, partnerships with team leagues locally and use of player images.

This year, the dairy industry and the NFL will roll out a nationwide school program dedicated to showing kids ages six to 14 how good nutrition and physical activity play a role in their growth and development. The program will highlight the health benefits of eating dairy products as part of a balanced diet and provide tips for being more physically active. These health messages will be delivered via cafeteria promotions and a nutrition education newsletter provided to school staff.