The 126th Army–Navy Game delivered another unforgettable showdown this weekend, and the Exchange was in the thick of the action as Navy edged out Army 17-16 to take home the coveted Commander-in-Chief’s trophy.
As a participating partner of the historic rivalry for eight years, the Exchange proved its relevance on and off the field—showing the military community that the hard-earned benefit always wins.
“Being part of the Army–Navy Game puts a national spotlight on the Exchange mission,” said Exchange Director/CEO Tom Shull, USMA Class of 1973. “From hours before kickoff to the closing seconds, the Exchange was part of the action. Our presence inside and outside of the stadium made it clear Team Exchange is not just watching from the sidelines. The Exchange is in the game, driving value for Warfighters and the military community.”
This year’s matchup was played at M&T Stadium, home of the NFL’s Baltimore Ravens. Throughout the stadium, digital boards and ribbons designed by Communication Specialist III Brenda Vaughan shouted out the Exchange’s lifelong tax-free shopping benefit for Veterans to 70,000 fans in attendance. On CBS, millions of viewers learned about the tax-free benefit and military-exclusive pricing through a commercial, created by Corporate Communication and Brand Marketing’s Digital Media Networks.
We Go Where You Go
The Exchange shared its message with 9,000 Cadets and Midshipmen, who gathered for hours in the muster area at Camden Yards before marching onto the field. The Corporate Communication team and Logistics teammates staffed a mobile field Exchange (MFE), showing future heroes how the Exchange supports troops downrange and during natural disasters.
The MFE gave the Cadets and Midshipmen a brief respite from the frigid temperatures as they filled up on snacks secured in coordination with the Merchandising Directorate. Vendors also supplied snacks at the Army bonfire at West Point days before the game.
Snack vendors included Gourmet Nut, Mars Wrigley, Rap Snacks, Redefine, RAW Cbum, Ghost, Universal, PepsiCo, Frito Lay, Honey Stinger, Legendary, Loacker, Bucked Up, Barcel USA, Wonderful Pistachios, Old Trapper, Popchips, Second Nature Brands, Kellanova, Ferrarro, Rev Gum, General Mills, Performance Inspired, Hormel, Conagra, Mondelez International, Hippeas, Lotus Bakeries, Echelon, E.A. Sween and Jack Links.
A wrapped tractor-trailer, designed by Army Veteran and Corporate Communication Specialist Pete Frigillana, served as giant billboard at the stadium and highlighted Exchange relevancy. The design featured military patch-style logos commemorating America’s Game, the Exchange’s 130th anniversary and the 250th birthdays of the Army and Navy.
Stakeholder engagement
Before and during the game, Shull engaged with senior military stakeholders including:
- Secretary of War Pete Hegseth.
- Chairman of the Joint Chiefs of Staff Gen. Dan Caine.
- Secretary of the Army Daniel Driscoll.
- Chief of Staff of the Army Gen. Randy George.
- Sgt. Maj. of the Army Michael Weimer.
“With its storied tradition, the Army–Navy Game is the ideal time to highlight the tremendous benefit the Exchange delivers to all who serve—past, present and future,” Shull said.
Honoring two great Americans
During an on-field presentation, the Exchange honored conservationist and Bass Pro Shops CEO Johnny Morris and racing legend Richard Childress with the fifth-annual Quality-of-Life Force Multiplier Award, highlighting their Veteran advocacy.
Morris’ lifelong respect for the military was influenced by his father, a decorated World War II Soldier who fought his way from Normandy to the Battle of the Bulge during World War II. Morris and his father shared a deep appreciation for nature, conservationism and selfless service.
In 2024, the Exchange partnered with Morris and his team to bring Bass Pro Shops’ outdoor gear to Warfighters and families at ShopMyExchange.com.
Childress, founder of NASCAR’s Richard Childress Racing, leverages his platforms to advocate for service members and Veterans. He hosts events to share support and resources for the military community.
Actor-producer Mark Wahlberg, the Exchange’s 2022 honoree, brought additional star power to the presentation. Wahlberg engaged with fans, stopping for photos with players, cheerleaders, Cadets, Midshipmen and stakeholders.
LG and Eastern Region support
Fleet Transportation Manager Jonah Thomas and motor vehicle operators Timothy Stewart, Eric Hoff and Khia Phifer got the mobile field Exchange and wrapped tractor safely to Baltimore and helped hand out snacks in the muster area. Eastern Region Vice President Amanda Hartfield; Fort Meade Exchange Main Store Manager Siapo Hesson; Fort Meade Services Business Manager Scott Brintnall; Joint Base Andrews Main Store Manager Michael Connell; and JB Andrews Exchange Services Business Manager Kris Cubacub greeted thousands at the Exchange tent in the fan fest. Army and Navy fans lined up to grab stadium-approved bags packed with Exchange swag and relevancy information.
Catch up on social media
The social media team brought excitement in real time with posts from the Patriot Games, pregame festivities and the game as well as a live feed from the muster area.
“Team Exchange prepares all year for America’s Game,” said Senior Vice President of Corporate Communication and Brand Marketing Sandi Lute. “Having an in-stadium and on-air presence keeps the Exchange mission front and center for the heroes we are honored to serve.”
Find all the action from the weekend on social media:
Quality-of-Life Force Multiplier Award honorees Richard Childress, left, and Bass Pro Shops CEO Johnny Morris with Exchange Director/CEO Tom Shull.
From left: West Point Athletic Director Tom Theodorakis; Exchange Director/CEO Tom Shull, and Quality-of-Life Force Multiplier Award honorees Johnny Morris and Richard Childress.
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