At Armed Forces Bowl, Exchange Commitment to Veterans Shines

At the Lockheed Martin Armed Forces Bowl, an Exchange-produced video played on the scoreboard before the game.

For the fourth straight year, the Exchange leveraged the Lockheed Martin Armed Forced Bowl to remind Veterans of their lifelong tax-free shopping benefits through ShopMyExchange.com.

The opportunity to reach Veterans attending the game or watching on ESPN is critical to sharing the Exchange’s relevancy story and letting our Nation’s heroes know they can reconnect to the military community though their hard-earned Exchange shopping benefit.

Attendance at the Dec. 31 matchup between the Tulsa Golden Hurricane and the Mississippi State Bulldogs was limited because of the COVID-19 pandemic. The Exchange, an Armed Forces Bowl advertiser since 2017, maintained a strong brand presence throughout Amon G. Carter Stadium at Texas Christian University in Fort Worth.

A TV ad, produced in-house by the Exchange’s Corporate Communication team, aired twice during the ESPN broadcast.

“Sharing our message with a TV audience and at a college football bowl game elevates the Exchange’s game,” said Sandi Lute, vice president, marketing customer engagement. “Football—college football especially—unites Americans, including the military community. Being part of the Armed Forces Bowl is a key part of sharing our relevancy messaging each year. It’s an honor to be part of it and share our story of value, service and support.”

Inside the stadium, an Exchange-produced video played on the scoreboard before the game. Callouts to ShopMyExchange.com were seen on banners near each end zone, and Veterans shopping benefit messaging flashed on the stadium ribbons a well. And, once again, the Exchange worked with the Armed Forces Bowl to sponsor a Wall of Heroes, a photo display honoring Warfighters past and present and those serving today, in the stadium concourse.

Associates can view the Exchange’s Facebook live video stream from the game here and a photo gallery here.

“It matters where you shop,” Lute said. “The Exchange is all in to welcome Veterans and remind them of their lifelong benefit—one they fought for and earned.”