• LANDOVER, Md.
The Army Black Knights ended their record-breaking season as the Navy Midshipmen won the coveted Commander-In-Chief’s trophy at the 125th annual Army-Navy Game, and the Army & Air Force Exchange Service (AAFES), and those it serves, were winners too.
For the seventh straight year, the Exchange was a participating partner of America’s game — played here at Northwest Stadium, home of the NFL’s Washington Commanders on Saturday, Dec. 14 — which Navy won 31-13.
The Exchange’s brand exposure and lifetime benefit information resonated with Cadets, Midshipmen, military stakeholders and veterans at the game, and millions of viewers watching college football’s greatest rivalry experienced it at home, too.
“While they’re rivals on game day, Cadets and Midshipmen are always united in defending our great nation,” said Exchange Director/Chief Executive Officer (CEO) Tom Shull, U.S. Military Academy Class of 1973.
“Every year, the Exchange brings its ‘A’ game to America’s game,” he stated. “Our presence — from handing out snacks to the Cadets and Midshipmen in the muster area to having a digital presence in the stadium — reminds America’s future military leaders that the Exchange stands alongside them throughout their career and after their service.”
AAFES PRESENCE
Throughout the stadium, digital boards and ribbons designed by Communication Specialist III Brenda Vaughan shouted out the Exchange’s life-long tax-free shopping benefit for veterans to more than 67,000 fans in attendance.
On CBS, millions of viewers learned about the tax-free benefit and military-exclusive pricing on national brands through a commercial, created in-house by Digital Media Networks.
STAKEHOLDER ENGAGEMENT
Before and during the game, Shull engaged with key military leaders and stakeholders, including Secretary of Defense Lloyd Austin; Deputy Secretary of Defense Kathleen Hicks; Secretary of the Army Christine Wormuth; Army Chief of Staff Gen. Randy George; Sergeant Major of the Army Michael Weimer;
Sen. Jack Reed (D-R.I.), Senate Armed Services Committee (SASC) chairman; Sen. Joni Ernst (R-Iowa); and Virginia Gov. Glenn Youngkin.
“These senior leaders saw first-hand the quality-of-life support and value the Exchange provides military recruiting and retention,” Shull said. “The game provides a unique opportunity to educate and inform key stakeholders about the tremendous benefit the Exchange delivers to all who serve, have served and will serve.”
HONORING A TRAILBLAZER
During an on-field presentation, the Exchange honored the late Lt. Gen. Arthur Gregg with the fourth-annual Quality-of-Life Force Multiplier Award, which was accepted by Gregg’s granddaughter, Avery Collier, on his behalf.
Gregg was a trailblazer, enlisting in a segregated Army in 1946 and rising through the ranks to become a premier logistician and the Army’s first black three-star general.
In 1966, Gregg commanded one of the Army’s largest battalions in Vietnam, the 96th Quartermaster Direct Support Battalion.
In the 1970s, Gregg commanded the then-European Exchange System, greatly expanding the breadth of goods and services.
He remembered his assignments in Vietnam and with the Exchange as the most significant of his career.
In 2023, Fort Gregg-Adams in Virginia was renamed to honor his servant leadership, strategic vision and barrier-breaking career.
“Lt. Gen. Gregg was a ‘Soldier’s Soldier,’” Shull said. “He left an indelible mark on the Exchange and our nation, and his legacy lives on at Fort Gregg-Adams. The Exchange was incredibly honored to have his family on the field to celebrate his distinguished career.”
RELEVANCY AND BENEFITS
The Exchange shared its relevancy message with 9,000 Cadets and Midshipmen, who gathered for hours in the muster area before marching onto the field.
The Corporate Communication team staffed two Mobile Field Exchanges (MFE), showing future heroes how the Exchange supports troops downrange, during natural disasters and in Eastern Europe.
Cadets and Midshipmen filled their pockets with snacks secured from the Merchandising Directorate (MD).
Snack vendors for the game and Cadets at West Point included Performance Inspired Nutrition; Bridgford; Wonderful Pistachios; Love Corn; Mars Wrigley; Gourmet Nut; Lotus Bakeries; Rockit; Lesser Evil; Second Nature Brands; Ferrero; ConAgra; Planters; Snaxational; Utz; EA Sween and Kellanova.
“The snacks were great,” said Cadet Katherine Vota, a plebe from Freehold, N.J. “We had a really long bus ride this morning, so it was nice to come here and have food.
“It’s great to have the Exchange here showing their support for us.”
SURPRISING AND DELIGHTING VETERANS
Veterans in the D.C. area were treated to two complimentary game tickets apiece — the Exchange’s way of thanking them for their service to our great nation.
Retired Sgt. 1st Class Jeff Carson from Stafford, Va., was among the recipients and was excited to attend his first Army-Navy Game with his wife, Stacee.
“I’ve always been an avid fan of the Army-Navy Game,” said Carson, who served in the Army from 1987 to 2007 as a transportation specialist and a recruiter and still shops with the Exchange at Virginia’s Fort Belvoir and JB Myer-Henderson Hall.
“I’ve been watching the game since I was in the military,” he said. “It’s a tradition for me and my wife to watch the game together. I’ve always wanted to go. It’s a dream come true to be here in person.”
TEAM SPORT: EASTERN REGION AND LG
Exchange motor vehicle operators Bradley Wacks, Eddie Hill, Eric Hoff, and Collin Fraser drove the MFEs and a specially wrapped trailer to Northwest Stadium’s muster area.
The trailer wrap, designed by Corporate Communication Specialist Pete Frigilliana, pays homage to Washington, D.C., with iconic landmarks like the Iwo Jima statue, the Three Soldiers Statue and others, all while reminding fans that the Exchange ‘is where heroes shop.”
Eastern Region teammates engaged veterans and fans at the Exchange activation outside the stadium, handing out clear stadium-friendly tote bags packed with swag and information on benefits.
Associates included Amanda Hartfield, Eastern Region vice president (VP), Northeast Region; Kim Neiss, general manager (GM), Fort Belvoir Exchange; Jerry Shugart, GM, Fort Meade, Md., Exchange; Natalia Meyer, GM, JB Andrews, Md.-JB Anacostia-Bolling, Washington, D.C., Exchange; Nanami Taniguchi, store manager, Fort Belvoir Exchange; and Karen Anderson, store manager, Pentagon MCSS.
SOCIAL MEDIA
The social media team brought the excitement of game day to fans and Exchange associates around the world in real-time with posts from media day and game day, as well as live feeds from the muster area, reaching more than 210,00.
“The Army-Navy Game is like our Super Bowl,” said Senior Vice President (SVP) of Corporate Communication and Brand Marketing Sandi Lute.
“The team prepares all year to share the Exchange’s story of service and support across multiple channels, driving customer acquisition and awareness,” Lute said. “All of the hard work keeps the Exchange top of mind for the heroes ‘Team Exchange’ is honored to serve.”
Source: AAFES
Edited by Larry Lapka
