From play by play to plate by plate, celebrity athlete and former NFL quarterback Tony Romo has been named the new spokesperson for the iconic “Beef. It’s What’s For Dinner” brand, managed by the National Cattlemen’s Beef Association (NCBA) and funded by the Beef Checkoff.

The new partnership, which was announced at the opening general session of the 2022 Cattle Industry Conference, will last one year and tap into Romo’s vast fanbase to promote all things beef – from beef nutrition, to how beef is raised, and of course beef’s great taste. Romo played for 14 seasons with the Dallas Cowboys and following his retirement from the NFL, he was hired by CBS Sports to serve as the lead color analyst for the network’s NFL telecasts.

“I’m really excited to be your new spokesperson,” said Romo. “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.”

“Kicking off this partnership in early 2022 is the perfect time to gear up for summer nutrition and grilling, spending time with friends and family and of course, tailgating,” said Jennifer Nealson, NCBA Senior Vice President of Global Marketing and Research. “From his nutrition expertise to his love of beef and family, Romo is the perfect spokesperson for the brand.”

Learn more about the new partnership in this interview with Nealson from #CattlCon22
CIC22 Interview with Jennifer Nealson, NCBA 4:10

2022 Cattle Industry Convention and NCBA Trade Show Photo Album