Exchange Branding and Messaging Continue Winning Streak at Armed Forces Bowl

For the seventh consecutive year, Exchange relevancy and branding scored a victory at the Lockheed Martin Armed Forces Bowl, where fans learned about the Exchange mission before and during the game as the Air Force Falcons defeated the James Madison University Dukes, 31-21.

During the pre-game Fan Fest outside Amon G. Carter Stadium in Fort Worth, Texas, members of the Corporate Communications team handed out 1,500 clear stadium bags containing information on Exchange relevancy, expanded benefits and employment opportunities for Veterans and spouses. The bags also contained Exchange-branded sunglasses, lip balm, towels and more.

Army Col. Kenneth McGraw, deputy director of Logistics, and his spouse stopped by to help hand out the bags, which proved popular at an event that required clear bags inside the stadium. The team passed out the bags in front of a truck trailer with a wrap co-designed by print art director Chuck Hatton, an Air Force Veteran who recently passed away. The wrap features a bald eagle, Purple Heart symbol and other meaningful images in a tattoo-styled design.

Also at the game was Chief Master Sgt. Kevin Osby, Exchange Senior Enlisted Advisor, who shared the Exchange relevancy’s story with Air Force Academy Superintendent Lt. Gen. Richard M. Clark and USAFA Command Chief Master Sgt. Heriberto G. Diaz Jr.

This was the third straight year that a service academy played in the Armed Forces Bowl. The Air Force Falcons also played in the 2022 game, beating the Baylor Bears 30-15 during a game played in sub-zero wind chills. The 2023 Armed Forces Bowl was Air Force’s fifth consecutive bowl-game victory.

“The game takes on additional meaning when a service academy is one of the teams,” said Jose Hernandez, Director, Corporate Communications. “It provides a special opportunity to tell the Exchange story, which connects even more deeply when military-connected fans are watching, whether they’re at the stadium or at home.”

Fans at the stadium saw Exchange advertising in each end zone promoting ShopMyExchange.com/vets, the destination for information on expanded Exchange benefits for Veterans, Disabled Veterans and DoD civilians . The stadium’s ribbon board, encircling the stands, also touted the site as well as the Exchange’s tax-free savings message.

Large screens at either end of the stadium featured a video spotlighting expanded authorizations that allow Department of Defense and Coast Guard civilians who have a common access card (CAC) to shop tax-free instore and online. Home viewers watching the nationally televised game on ESPN saw a message about national brands at the Exchange, including The Home Depot, Old Navy, Sunglass Hut and more.

On the stadium concourse, fans stopped to view the Exchange-sponsored Wall of Heroes, a photo collage stretching across 10 large panels salute all United States military personnel as well as loved ones who served in the Armed Forces. Fans around the world, including the Exchange’s Director/CEO Tom Shull, submitted more than 4,000 photos of family members and friends who are serving or have served. The Wall will continue to grow; if you would like to submit a photo, click here.

“The Armed Forces Bowl is not only the climax of a season for two teams, it’s also the highlight of a yearlong campaign to spread the word about Exchange relevancy,” said Sandi Lute, Senior Vice President, Brand Marketing. “Football united the military community, especially when a service academy is playing, and games such as this offer a chance for our entire military community to connect personally, reminding our heroes how the Exchange continues to serve our Nation’s heroes, past, present and future. The personal connection lasts long after the game is over.”

To view a Flickr album from the Armed Forces Bowl, click here.