Sports Media Report
This Saturday there will be a “Super Bowl” of sorts in Baltimore, even if it’s not the one the Ravens are still hoping for in February. It is “America’s Game,” the annual meeting between Army and Navy, live on CBS at 3 p.m. The game has had its ebbs and flows of general interest over the years, and this year with both Academies heading to Bowls again the level of play and interest should be quite high, but for the brand so closely tied to the game, USAA, this is an event so much larger than what happens on the field. For a company so tied to all the positive aspects of the military and their families, one that commits millions to sponsoring sports on every level year round, Army-Navy is where the full celebration of brand tied to sport actually comes together as one.
It is one of the unique celebrations of sport on any level, from rewarding servicepeople and their families with special events, to a new fan festival to the second largest assembly of media outlets for a day long “Media Row” event with guests of every stature (the only one larger is at the Super Bowl), with very few ideas not seen, heard or felt for the five days through the actual game, which has its own broadcast window with little competition on Saturday.
We asked Lindsey O’Neill, EVP and chief communications and public affairs officer for USAA to give us the details.
USAA is not just going through a brand refresh, it is changing up and expanding its fan opportunities for Army-Navy. Why now?
USAA’s refreshed brand, Taking Care of Our Own, is a reaffirmation of how we live our mission every day. It reflects the deep commitment that has guided us for over a century: serving those who serve. USAA recently created a new Member Value organization whose full focus is optimizing the value we bring to our members, organization includes military veterans in senior leadership roles, bringing lived experience and a service-driven mindset to the highest levels of USAA. The Army-Navy Game is the largest national footprint that USAA has across all channels, so the timing was perfect for USAA to launch the brand refresh and enhance the fan experience with the bold new addition of Rendezvous Point, underscoring our Member and Military first values.
Explain the effort and the why there is such a commitment to this game vs all the other work USAA does in sports year round?
We meet our members where they are, and the Army-Navy Game is the perfect example of that. As the presenting sponsor, USAA maintains ownership of the entire Army-Navy experience across the city and throughout the week, when all eyes across college football are on America’s Game.
– 40% of attendees are members
– Military Prospects have 225% index vs. gen. pop. to watch the Army-Navy Game
You have had some prominent spokespeople over the years, how does that process work?
Above all, we want to partner with talent who can authentically relate to the military community and align with USAA’s core values. USAA strategically vets talent partners who have close family military connections, who understand the significance of not only the game and its traditions, but what it means to the larger military community. It is also important for us to connect with the local community and host city, so oftentimes our talent partnerships include a local tie, either having played in the host city or from the area.
This year the game is in Baltimore, does the rotation of the game present more opportunities or issues for USAA?
USAA believes the Army-Navy Game is the best rivalry in all of sports, and a true cultural moment that brings Americans together. The more we can help our partners at the academies grow the game and bring in new audiences, the better. Rotating host cities presents an opportunity to achieve that goal, and have a positive economic impact in different communities.
Both Academies are bowl eligible this year, how does performance on the field help or matter to the brand year after year?
As the college football landscape evolves, the Army-Navy Game remains as the most unique and important game to end the season for both academies. What makes the spirited rivalry most special is the time-honored traditions that have grown over a century, and when both teams enter the weekend with winning seasons, the stakes are even higher.
