Exchange’s First Year at the Army-Navy Game—How You Can Be Part of College Football’s Biggest Rivalry

When the Army-Navy Game—the biggest rivalry in college football—kicks off in Philadelphia this weekend, the Exchange will be there, spreading the word about the Veterans online shopping benefit.

This is the first year the Exchange is a participating partner in the Army-Navy Game presented by USAA. The Exchange Corporate Communication team has prepared all year to bring Exchange relevancy to the thousands of Cadets, Midshipmen and fans at Lincoln Financial Field and the millions who will tune in Dec. 8 at 2 p.m. Central on CBS.

The message is simple but speaks to the heart of our relevancy mission: Army-Navy Game is where heroes play. The Exchange is where heroes shop. And, for honorably discharged Veterans, the Exchange is here to serve them at

Telling the Exchange benefit story

Director/CEO Tom Shull will tell America about the benefit and value the Exchange brings Veterans during an on-field interview with CBS Sports before the game. Exchange commercials, produced in-house, about the tax-free savings and military-exclusive pricing Veterans enjoy will air during the game too.

In person, fans will see the showcase Army-Navy Game tractor-trailer—the Exchange’s rolling billboard—and a mobile field Exchange, complete with Deli Express sandwiches. The Exchange worked to bring a Samsung gaming truck on site too.  Fans will take home swag bags touting Exchange relevancy, mission and value to the military community.

Exchange associates worldwide can experience the excitement of the big game through social media. Follow us live throughout the weekend for the Army-Navy Game bonfire, Rocky Relay, pep rally, muster and Fan Fest events:

Partnering with American Greetings

This football season marked an historic year for the Exchange as the team partnered with American Greetings to sponsor Army West Point Sports and Air Force Athletics. Exchange signs, videos and TV commercials created in-house by the Exchange’s Corporate Communication team have drawn national attention to the Veterans online shopping benefit.

In fact, visits to spike after commercials air. The Exchange’s Vet Verify call center added staff to help Veterans sign up for the online shopping benefit.

At the games, Exchange managers and the Corporate Communication team engage with fans, reminding them Veterans are now welcomed home.

Academy hockey games, too

On Thanksgiving Day, for instance, Fort Carson Logistics Assistant Bonnie Bonnin and Retail Business Manager Cathie Byrns tossed the coin to start the Air Force Academy’s football game.

At halftime, Colorado Springs Exchange General Manager Lawrence Simmons, in a live radio interview, told about the Exchange’s mission of serving Academy cadets, Warfighters, their families, military retirees and now all honorably discharged Veterans.

“We interacted with a ton of customers at the game to discuss the Veterans online shopping benefit, sales event, employment opportunities and many other things,” Simmons said. “We met a lot of Veterans who were unaware of the Veterans online shopping benefit.

A Cadet at the U.S. Air Force Academy drops the puck to start an Academy hockey game. Watching is Fort Carson Main Store Manager Stephanie Bernstein and Peterson AFB Main Store Manager Cindy Cantu.

“This was a productive engagement. I am very proud of the Colorado Springs team.”

The partnerships also extend to basketball, hockey and other West Point and USAFA sports.

In November, an Airmen, Fort Carson Main Store Manager Stephanie Bernstein and Peterson AFB Main Store Manager Cindy Cantu dropped the puck at an academy game.

“We are extremely proud of what we do offer the Cadets, Airmen, their families, military retirees and Veterans that we want to make sure they know about everything,” Simmons said.

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