CENTENNIAL, COLO. – The National Cattlemen’s Beef Association’s (NCBA) “Beef. It’s What’s for Dinner” brand announced it is huddling up with former NFL quarterback-turned sports commentator, Tony Romo, as its newest pitchman to promote beef, taking advantage of the star’s broad base of fans. The one-year partnership was announced during this past week’s 2022 Cattle Industry Convention. His multimedia-based messaging will include promoting beef nutrition, production practices and the appeal of its taste.  

Launching the partnership early in the year will give the NCBA an opportunity to promote the upcoming grilling season and the attributes of beef’s nutritional attributes ahead of summer and as a vital part to all tailgating events, said Sarah Reece, senior executive director of brand marketing.

Romo is an ideal pitchman for these messages, she said. “From his nutrition expertise to his love of beef and family, Romo is the perfect spokesperson for the brand.”

“I’m really excited to be your new spokesperson,” Romo said. “Me, my wife and the kids eat beef all the time and I think we’re going to eat it even more if that’s even possible at this point. Hearty and sustainable beef is my new team.”