STWF Sports | FRISCO, Texas | May 8, 2026 — The Frisco RoughRiders continue expanding their community and ballpark partnerships after officially announcing a new agreement with Hiland Dairy, a farmer-owned dairy company founded in 1938.
The new partnership brings Hiland Dairy into multiple areas of the RoughRiders organization, including sponsorship activations, concession branding and family-focused fan experiences throughout the 2026 season at Riders Field.
As part of the agreement, Hiland Dairy becomes the naming rights partner of the Sweet Spot concession stand while also serving as the Official Dairy and Water Partner of the RoughRiders.
The partnership will additionally feature community engagement initiatives, including sponsorship of a Youth Backpack Giveaway scheduled for May 10 during Kids Sunday Funday presented by Raising Cane’s.
For the RoughRiders, the collaboration represents another step toward enhancing the game-day experience while continuing to align with brands that prioritize families, community involvement and quality service.
“We are thrilled to bring on Hiland Dairy as a partner, helping to expand our concession offerings at Riders Field,” said RoughRiders General Manager Scott Burchett. “Together, Hiland Dairy and the RoughRiders can continue to push the standard for our dairy offerings at the ballpark and continue to provide the best options for fans.”
The announcement comes during another strong year for the RoughRiders organization both on and off the field.
Frisco has consistently ranked among the top entertainment destinations in Minor League Baseball, combining highly regarded fan experiences with one of the premier player development environments in the Texas Rangers organization.
Now, the addition of Hiland Dairy further strengthens the franchise’s emphasis on creating a family-oriented atmosphere inside Riders Field.
Hiland Dairy officials emphasized the importance of connecting with families across North Texas as the company continues growing its presence throughout the state.
“As Hiland Dairy continues to grow throughout the state of Texas, we are proud to be able to partner with the Frisco RoughRiders and have the opportunity to introduce our fresh, healthy dairy products to families across North Texas,” said Mike Leibacher, General Manager for Hiland Dairy in Dallas.
Leibacher also praised the alignment between the two organizations and their shared commitment to excellence.
“The RoughRiders and Hiland Dairy are both recognized as the standard of excellence, and we are extremely excited about this partnership and how it will provide a platform for our brands to be seen side by side through the coming years,” he said.
Founded in 1938, Hiland Dairy has expanded into one of the region’s most recognizable dairy providers, operating across eight states while offering products ranging from milk, cheese and butter to bottled water and fruit juices.
The company has long emphasized quality control and locally focused service, values that fit naturally alongside the RoughRiders’ community-driven approach to entertainment and fan engagement.
The partnership also reflects the growing importance of experiential branding throughout Minor League Baseball.
Organizations across MiLB increasingly rely on creative partnerships that extend beyond traditional signage and advertisements, focusing instead on interactive fan experiences, community events and themed promotions that strengthen ties with local families.
The Youth Backpack Giveaway on May 10 represents one example of that evolving approach.
Held during Kids Sunday Funday, the event is expected to draw one of the larger family crowds of the homestand as the RoughRiders continue prioritizing affordable entertainment and youth engagement initiatives throughout the season.
For Frisco, partnerships like this one continue reinforcing Riders Field’s reputation as more than just a baseball venue.
Whether through promotional nights, youth programs, expanded concessions or community collaborations, the RoughRiders have consistently positioned themselves among the leaders in fan experience throughout Minor League Baseball.
As the organization continues its 2026 campaign, the addition of Hiland Dairy gives the RoughRiders another opportunity to strengthen those connections while continuing to elevate the overall experience for fans visiting Riders Field this season.
