Dairy MAX Named The Official Nutrition Partner of Complexity Gaming

BY Andrew Miesner / March 2, 2021

FRISCO, Texas – March 2, 2021 – Complexity Gaming, one of North America’s most elite and longest-standing esports organizations, today announced a partnership with Dairy MAX, one of the leading regional dairy councils in America, to optimize esports player performance and extend career longevity through proper nutrition. The multifaceted partnership, which designates Dairy MAX as the Official Nutrition Partner of Complexity, also aims to educate the esports community on the importance of building healthy habits, explore the impact of nutrition on cognitive and physical performance, and promote overall well-being.  

“Through our vision of ‘Esports 3.0,’ Complexity has a long-standing commitment to professionalize the esports landscape and improve overall player care, and our partnership with Dairy MAX is the next step in achieving that goal,“ said Jason Lake, Founder and CEO of Complexity Gaming. “With Dairy MAX as our Official Nutrition Partner, not only will we add a key layer of health and wellness support for our athletes, but also we’ll be able to share our learnings with our fans and the esports industry at large.”

As part of the partnership, Complexity and Dairy MAX will host and produce a five-episode educational cooking series, “Cooking with Complexity,” where players and influencers will learn to prepare healthy meals. Professional esports athletes, casual gamers, and fans alike will have access to this educational content designed to provide them with nutritious recipes and insight on making health-conscious choices.

The two companies will also work together to provide guidance on how to live a healthy, performance-driven lifestyle in esports. Through Dairy MAX’s extensive resources and nutrition guides, Complexity players will gain insight into the impact of nutrition on the brain and body as well as understand the cognitive connection required for sustained peak performance. Additionally, Dairy MAX will have access to Complexity players to support ongoing research into the impact of dairy and nutrition on performance and lifestyle.

“Dairy plays a pivotal role in nutrition and athletic performance– and that’s a key message we’re committed to sharing with the athletes, fans, and the entire esports industry,” said Mike Konkle, CEO of Dairy MAX. “Esports are coed, inclusive and engage students who might not otherwise participate in school athletics or activities. This partnership allows the dairy farmers we represent to reach kids based on their interests and work with younger generations to learn about the benefits of dairy for mind and body performance.” 

Complexity’s partnership with Dairy MAX builds upon the organization’s commitment to advancing the esports industry and creating meaningful relationships that provide holistic support and resources for players’ mental and physical health. Complexity’s headquarters, The GameStop Performance Center (GSPC), is equipped with performance-enhancing tools, recovery amenities, and mental health resources to promote player wellness and longevity.

As the sister esports team of the Dallas Cowboys, Complexity players have access to the team’s Training Table, where they can get the same meals prepared for professional football players, and Cowboys Fit, a premier gym at the Star. Dairy MAX is also the Official Nutrition Partner of the Dallas Cowboys, helping to bring science-based nutrition information to the Texas-based football franchise since 2010. 


About Complexity Gaming 

Complexity Gaming is one of North America’s longest standing and most successful esports organizations, now owned by Jerry Jones of the Dallas Cowboys and investor John Goff. The esports organization is led by Founder and CEO Jason Lake, considered by many to be one of the founding fathers of esports in North America. Complexity’s esports teams have won more than 140 championships in nearly 30 game titles over its 15+ year history. Staunchly committed to passion, professionalism, and a player-first mentality, Complexity has been continuously recognized as a global leader in modern esports. For more information on Complexity, visit http://Complexity.gg and follow the organization on Twitter, Instagram, YouTube, TikTok and Facebook.

About Dairy MAX

Founded more than 40 years ago, Dairy MAX is one of the leading regional dairy councils in America – representing more than 900 dairy farmers and serving communities in eight states: Colorado, southwest Kansas, Louisiana, Montana, New Mexico, western Oklahoma, Texas and Wyoming. A nonprofit organization, Dairy MAX is part of a nationwide effort to support dairy farming and drive impact for every dairy farmer, while promoting American agriculture.

The organization operates five audience outreach programs: business development, consumer marketing, health and wellness, industry image and relations and school marketing. For more information about Dairy MAX and its team of experts, visit DairyMAX.org. Dairy resources and delicious recipes are available at DairyDiscoveryZone.com.