Exchange Relevancy Takes the Field at Historic Army-Air Force Game
DENVER—The Army & Air Force Exchange Service’s branding and relevancy were out in full strength during the Army Black Knights’ historic victory over the Air Force Falcons on Nov. 4.
Army snapped its 52-game losing streak against Associated Press-ranked opponents by beating No. 17 Air Force 23-3 at Empower Field at Mile High in Denver. Army’s last win against an AP-ranked opponent happened 51 years ago to the day—vs. Air Force, which was ranked 19th in 1972.
And during the history-making game, on the big screens at the stadium in front of 52,400 fans—and the small screens for those watching at home on CBS Sports Network—messaging about the hard-earned Exchange benefit was front and center.
“While the game was a tough loss for the Falcons, Team Exchange marched to victory,” said Chief Master Sgt. Kevin “KO” Osby, who represented the Exchange’s leadership team at the game. “Reminding active-duty service members, Veterans and DoD civilians about their Exchange benefit make this annual rivalry game a win for the Exchange—no matter who the victor is on the field.”
The Exchange is a supporter of Army West Point Sports and Air Force Athletics. The organization’s presence at sporting events shows the Nation and its future military leaders that the Exchange is where heroes shop, reiterating the lifelong benefit the organization provides.
Chief Master Sgt. Kevin “KO” Osby, the Exchange’s senior enlisted advisor, with Chief Master Sergeant of the Space Force John F. Bentivegna at the Exchange tables outside the Army-Air Force game in Denver.
Real leaders, real benefits
Digital signing, created by Corporate Communication and Brand Marketing’s Digital Media Networks team, heralded the Exchange’s tax-free shopping, military-exclusive pricing and Veterans benefits throughout Empower Field.
Inside the stadium and on TV, the Exchange debuted an updated commercial featuring Sgt. Maj. of the Army Michael Weimer; Chief Master Sgt. of the Air Force JoAnne Bass; and Chief Master Sgt. of the Space Force John Bentivegna. In the spot, the three senior enlisted leaders toss a football and share why they shop the Exchange. The ad was created in-house by the Digital Media Networks team, including Communications Specialist III Amy Mitchell, Digital Media Specialist Toney Coleman and Video Editor Brenda Vaughan.
“We don’t use actors in our marketing—we are authentic,” said Sandi Lute, senior vice president, brand marketing. “Last year’s ‘football toss’ spot won national awards, and the team updated it this fall to include SMA Weimer and CMSSF Bentivegna, who recently assumed their positions. Having these three senior enlisted leaders speak to the criticality of the tax-free savings and exclusive pricing we provide carries weight with our military shoppers.”
Teaming up to greet the fans
During the pregame fest at Falcon Alley at Mane Street, the Corporate Communication and Western Region teams greeted fans with stadium-approved clear bags stuffed with swag and messaging about Veteran and spouse hiring, MILITARY STAR benefits; doing business with the Exchange; and expanded patronage for Department of Defense and Coast Guard civilians who hold Common Access Cards.
Near Counties Gateway Plaza, a mobile field Exchange (MFE) shouted out the Exchange’s 128-year-old “We Go Where You Go” promise. Stephen Downey, who works out of LG’s Waco Distribution Center; drove the rolling billboard, setting it in place as another touchpoint for the team to engage with fans and distribute swag. Fans toured the MFE, which serves as a museum, gaining a better understanding of how the Exchange serves deployed troop.
Western Region teammates who talked with fans included:
- Senior Vice President Ronny Rexrode
- Vice President (Southwest) Christine Harlan
- Denver Consolidated Exchange General Manager Megan Rall
- Colorado Consolidated Exchange General Manager Phonda Bishop
- Chief Region Retail Business Manager Kristine Cowley
- Retail Business Manager Jeremiah Brewer
- Retail Business Manager Sylvia Wells
- F.E. Warren AFB Express Manager Sarimar Vega
- F.E. Warren AFB Main Store Manager Gina Janoushek
- Buckley SFB Express Manager Breanna Boettcher
- Buckley SFB Operations Manager Aniushka Lugo Ramos
- Denver Consolidated Services Business Manager Daryl McCormick
- Colorado Consolidated Office Assistant Michael Casserly
- Denver Consolidated Office Assistant Jacqueline Johnson
“The pregame support was a total team effort,” Lute said. “It’s always fun to work alongside our region teammates to spread the word about why the Exchange matters.”
Air Force Chief Master Sgt. Kevin “KO” Osby, the Exchange’s senior enlisted advisor, with Exchange teammates at the Army-Air Force football game in Denver. Back row, from left: Aniushka Lugo Ramos, Sarimar Vega, Gina Janoushek, Breanna Boettcher, Daryl McCormick and Osby. Front: Michael Casserly.
Honoring those who serve
Just before halftime, Osby, Harlan and Rall took to the field to present Senior Airman Jhonathan Tapia, assigned to 460th Civil Engineer Squadron, Buckley SFB, with a gift basket to welcome him home from his most recent deployment to Saudi Arabia.
Several Soldiers and Airmen from Buckley SFB and F.E. Warren AFB attended the game courtesy of the Exchange, with many of the service members experiencing the annual matchup in person for the first time.
“It’s an honor for me to be here,” said Airman Christian Graham, who started his Air Force career seven months ago and is serving at F.E. Warren. “I’m grateful for the opportunity.”
Catch up on the action
Check out the Exchange’s social media channels for content from Army’s historic victory. Visit Facebook and Instagram for Reels, lives with Osby, photos and more.
Up next
The Corporate Communication team is gearing up for fan engagement and sharing relevancy at the 124th Army-Navy Game on Dec. 9. America’s Game, which will be played in New England for the first time, will determine the winner of the Commander-in-Chief’s trophy. Stay tuned to the Exchange’s social media channels and the Exchange Post for more game-day excitement.
Chief Master Sgt. Kevin “KO” Osby, Exchange senior enlisted advisor, and social media analyst Emily Zarsk do a live social media broadcast from the Army-Air Force game Nov. 4 in Denver.
