The donation was met with enthusiasm from participants throughout the event, many of whom were excited to grab a bottle of the locally produced chocolate Intense Milk after completing a shift on the ice. As the marathon skate continued around the clock, players could often be seen keeping bottles stocked on the bench, making Intense Milk a go-to option between shifts as they rested, recharged and prepared to get back into the game. The product's popularity throughout the event highlighted both its hometown roots and its role in helping fuel athletes taking on one of Western New York's most demanding community fundraisers.
 
 "The 11 Day Power Play is an incredible event that brings our community together for a meaningful cause, and we're proud to support the players throughout their journey on the ice," said Madison Lindsay, marketing manager at UNC Dairy. "After a long shift, recovery is essential, and our chocolate Intense Milk provides the ideal combination of carbohydrates, electrolytes and protein to help athletes refuel and recover."

This year marks the 10th anniversary of the 11 Day Power Play. Over the past nine years, the event has raised more than $13 million to support cancer-related causes throughout Western New York. Funds have benefited research and wellness programs at Roswell Park Comprehensive Cancer Center, helped more than 800 children with cancer attend Camp Good Days and fulfilled more than 400 wishes for local families through Make-A-Wish Western New York.