Quality-of-Life Support For Troops and Families Scores Big at Army-Navy

While America’s future military heroes made history with the first overtime in the Army-Navy Game’s 123-year history (won by Army 20-17 in double overtime at Lincoln Financial Field in Philadelphia), the Exchange benefit scored with national brand exposure as well as customer and stakeholder engagement at the game.

Early in the game, Sgt. Maj. Of the Army Michael Grinston, Chief Master Sgt. Of the Air Force JoAnne Bass and Chief Master Sgt. Of the Space Force Roger Towberman shared a message with a national audience on CBS highlighting connection between the Department of Defense’s largest retailer and military Quality-of-Life support. Grinston, Bass and Towberman have a combined 96 years’ experience shopping PXs and BXs.

“America’s Game is a celebration of service and love of country,” said Exchange Director/CEO Tom Shull, USMA Class of 1973. “The Exchange has never had better spokespersons than the Senior Enlisted leaders of the Army, Air Force and Space Force. They are highly qualified experts in terms of the criticality of Quality-of-Life support with respect to mission success.”

Special recognition for Mark Wahlberg

Inside the stadium, the Exchange honored actor and producer Mark Wahlberg with its second annual Quality-of-Life Force Multiplier Award during a special on-field presentation in the first quarter. The award recognizes those have made significant contributions to Warfighters and families.

Actor-producer Mark Wahlberg, recipient of the 2022 Quality-of-Life Force Multiplier Award, with Exchange Director/CEO Tom Shull and Senior Enlisted Advisor Air Force Chief Master Sgt. Kevin Osby, on the field at the Army-Navy Game.

Wahlberg, the son of a Korean War Army Veteran, is a staunch advocate for the hard-earned benefits of service members and families. Five years ago, the Exchange enlisted Wahlberg’s support in letting Veterans know about their lifelong shopping benefit at ShopMyExchange.com.

At the game, Wahlberg created a frenzy of excitement, joining the Exchange’s Director/CEO to engage Cadets, Midshipmen, the Academies’ leadership and student athletes, fans and military senior leaders.

“Mark is all in for those who serve and have served,” said Shull. “He has traveled the world to boost the morale of our Nation’s military community. It was an honor to recognize his steadfast support of the heroes the Exchange is privileged to serve.”

Actor-producer Mark Wahlberg with Cadets at the 2022 Army-Navy Game.

Mark Wahlberg poses with members of the Navy football team.

One-of-a-kind engagement

Before and during the game, Exchange leaders and associates discussed Quality-of-Life support, and the value the Exchange benefit provides broader military recruiting and retention efforts, with dozens of Department of Defense, Army and Navy leaders. Mr. Shull, who arrived hours before kickoff  to meet with Exchange associates at various activation points around and inside Lincoln Financial Field, met with Secretary of Defense Lloyd Austin III, Chief of Staff of the Army Gen. James McConville, Senior Enlisted Advisor to the Chairman of the Joints Chief of Staff Ramon Colon-Lopez among others.

Secretary of Defense Lloyd Austin III with Exchange Director/CEO Tom Shull and actor-producer Mark Wahlberg. Wahlberg is the son of a Korean War Army Veteran.

Chief of Staff of the Army James McConville with Exchange Director/CEO Tom Shull and actor-producer Mark Wahlberg. Wahlberg is a staunch advocate for the hard-earned benefits of service members and families.

Relevancy for future Warfighters

Cadets visit the mobile field Exchange at the Army-Navy Game. Thousands of Cadets and Midshipmen enjoyed snacks  from Jack Links, Archer, Blue Diamond, Biscoff and more inside the MFE.

Before the game, the Exchange brought relevancy and mission information to 9,000 Cadets and Midshipmen in the muster area prior to marching into the stadium. A mobile field Exchange (MFE) reminded our Nation’s future military leaders how the Exchange supports troops downrange, during natural disasters and in Eastern Europe.

Inside the MFE, hungry Cadets and Midshipmen enjoyed snacks from Jack Links, Archer, Blue Diamond, Biscoff and more. A second Exchange tractor-trailer with a “Where Heroes Play, Where Heroes Shop” message made for a social-media friendly backdrop.

Actor-producer Mark Wahlberg with Navy cheerleaders at the Army-Navy Game.

National Private Truck Council Hall of Fame Driver Bradley Wacks and Exchange driver Eddie Hill brought the MFE and the wrapped trailer to Philadelphia.

“I love being a part of this event,” Hill said. “The Cadets and Midshipmen come through the MFE, and they’re very respectful, very thankful. And that really speaks to my heart. They walk away with a greater understanding, and appreciation, for the Exchange mission and its teams.”

Teammates from Eastern Region were on site to share relevancy too. West Point Exchange General Manager Julissa Pettway greeted Cadets and Midshipmen with snacks inside the MFE.  At the fan fest, Joint Base McGuire-Dix-Lakehurst Exchange General Manager Page Clark and Express Manager Fredrick Puryear, Carlisle Barracks Exchange General Manger Andrew Brooks, Pentagon Military Clothing Main Store Manager Karen Anderson, JBMDL Store Manager John Monaghan and Services Business Manager Michele Klein staffed a large Exchange-branded tent and handed out swag—complete with Exchange relevancy messages— to fans entering the stadium.

The Exchange tent at the Army-Navy Game.

Inside and around the stadium, Exchange-branded art on video boards, ribbon boards, banners and static signing near the end zones highlighted the Exchange brand. The messages, created by the Digital Media Network team, reminded fans of tax-free shopping and Veterans benefits.

Finally, the social media team brought the excitement of game day to fans and Exchange associates around the world in real time with a live post from the muster area, a game recap reel, a live shout-out from Shull and more.

Actor-prducer Mark Wahlberg in the stands with Midshipmen during the Army-Navy Game.

“The Exchange’s engagement at the Army-Navy Game was an incredible success,” said Senior Vice President of Brand Marketing Sandi Lute. “For Cadets and Midshipmen, the Exchange is their brand—and will be for life.”

Check out all the photos from the weekend’s festivities here.

From left, musician Rasta Phil, Exchange Director/CEO Tom Shull, the Army mascot and Mark Wahlberg pose for a photo. Rasta Phil and Wahlberg are frequent collaborators.