Second Commanders’ Classic is a Victory for Exchange Brand Marketing
The Air Force Falcons defeated the Army Black Knights 13-7 in the Lockheed Martin Commanders’ Classic as the Exchange scored a victory of its own, maximizing exposure for the brand.
It was Air Force’s first win in the series since 2019, and the first time since 2016 that the Falcons took home the Commander-in-Chief’s Trophy, which is awarded to the winner of the games among the U.S. Military Academy, the Air Force Academy and the Naval Academy. Air Force beat Navy 13-10 on Oct. 1.
“This game wasn’t decided until the final seconds, which helped the Exchange maximize the effect of its message,” said Director/CEO Tom Shull, USMA Class of 1973. “Military shoppers rooting for their team stayed till the end, which is a win for Exchange messaging.”
In a special on-field presentation after the end of the third quarter, the Exchange presented Chief Master Sgt. of the Air Force JoAnne S. Bass with its inaugural Warfighter Quality of Life Champion Award.
The award honors those who have made significant contributions to Warfighters and their families.
Exchange Director/CEO Tom Shull, left, and Air Force Chief Master Sgt. Kevin Osby present Chief Master Sgt. of the Air Force JoAnne S. Bass with the inaugural Warfighter Quality of Life Champion Award during the Commanders’ Classic. The award honors those who have made significant contributions to Warfighters and their families.
“This award is for all service members across our Department of Defense who work tirelessly to improve the lives of their fellow service members, families, and our Nation,” Bass said. “They are the ones taking care of the mission, securing our way of life every day, 24/7, and I am honored to serve alongside them.”
Bass enlisted in the Air Force in 1993. She is the first woman to serve as the highest-ranking noncommissioned officer in any of the military services. In her current role, she focuses on building the Total Force with a focus on people, readiness and culture. She also serves on the Exchange’s Board of Directors. A video tribute to Bass, produced by the Digital Media Networks team, played to the crowd.
Shull and senior enlisted advisor Chief Master Sgt. Kevin Osby presented the award to Bass.
“CMSAF Bass is an Airman’s Airman,” Shull said. “For nearly 30 years, she has been steadfast in strengthening critical Quality-of-Life support for Airmen and their families. The Exchange is truly honored to recognize CMSAF Bass with this award.
Bass also starred, along with Sgt. Maj. of the Army Michael Grinston and Chief Master Sgt. of the Space Force Roger Towberman, in a national television spot that informed a national TV audience about the Exchange benefit. (Associates can view the spot here.) Three additional TV spots, all created in-house by the DMN team, highlighted Veterans shopping privileges and the benefits of the MILITARY STAR card.
For the second straight year, the game was played at Globe Life Field in Arlington, home to Major League Baseball’s Texas Rangers. One of the fans who traveled to the game was 1st Lt. William Rehbock, a former Air Force Academy offensive lineman who is assigned to Altus Air Force Base, where he’s a fan of the Exchange.
“I love it,” he said. “It’s very convenient to have something like that.”
Outside the stadium, Exchange Corporate Communication and Brand Marketing associates were set up at three locations to hand out thousands of Exchange-branded clear bags with Commanders’ Classic towels and koozies, as well as sunglasses and more with Exchange relevancy messaging.
One of the locations was a mobile field Exchange for Cadets to tour. Associates staffing the MFE shared snacks provided by vendor partners and a history lesson on the Exchange’s We Go Where You Go mission with hundreds of Army and Air Force Cadets gathered in the muster area before marching to Globe Life Field. The Merchandising Directorate coordinated with vendors to provide Jack Links jerky, Blue Diamond almonds, Skinny Pop popcorn, Gourmet Nut Power Up trail mix and more.
Service members assigned to the Exchange, including Army Lt. Col Yakena Douglas, Army Capt. Bradley Bush, Air Force SSgt. Zykia Graham and Air Force Capt. Robert Trujillo, also helped tell the Exchange story alongside the Communication team. Logistics drivers Bruce Cameron and Eric Hoff assisted with the MFE, wrapped trailer and fan engagement.
Inside the stadium, ribbon- and video-board messaging, courtesy of DMN, reminded Veterans of their lifelong Exchange shopping benefits, with a call-to-action to visit ShopMyExchange.com/vets.
“This was an across-the-board team effort,” said Sandi Lute, Senior Vice President, Brand Marketing. “Associates worked together and displayed their resourcefulness in getting the message out. Merchandising and logistics teammates provided valuable support.”
The team also covered a Friday night Army vs. Air Force pep rally to spread the word about the Exchange. Facebook Lives from the pep rally and from the mobile field Exchange at the stadium provided social-media followers a close-up look at Exchange engagement.
The Exchange is a supporter of Army West Point Sports and Air Force Athletics. The organization’s presence at football games shows the Nation that the Exchange is where heroes shop.
Senior Public Affairs Manager Chris Ward contributed to this report.
Awesome game and great to have been there to witness our AAFES! Proud retirees!!