Last week’s kickoff to National Military Appreciation Month included a corporate-sponsored concert at the Pentagon and an air show in Florida. May’s events are part of a year-long rotation of sports, entertainment and recreation opportunities for active-duty military that are sponsored by U.S. companies.     

To find out how to get your client’s logo out in front of this mostly young, mostly male audience, read on. This is the second of two articles on military sponsorship.

This is one in a Media Life series on buying the new out-of-home venues. They appear weekly.

Fast Facts

What
Corporate sponsorship of events and recreational activities for military personnel.

Who
For this article Media Life spoke with the USO, headquartered in Arlington, Va., and the Army Morale, Welfare and Recreation (MWR), headquartered in Alexandria, Va.

How it works
Corporations sponsor special events for military personnel, their families and retired military, ranging from sports, athletic programs and outdoor recreation to the Army Soldier Show and Concert Tour and the USO’s World Gala.

The NFL's Bryce Fisher (Seattle Seahawks), Max Starks IV (Pittsburgh Steelers) and Patrick Kerney (Atlanta Falcons) at the Pat Tillman USO Center at Bagram Air Field, Afghanistan. USO photos: Mike Theiler

The Army’s annual Soldier Show tours from May through November. “The U.S. Army Soldier Show is a Broadway-style show that tours. Every year soldiers audition for it,” says Army MWR senior client relations manager Gabriele Perez. “We go through 400 or so videotapes and choose some to audition, then they have six weeks to practice.”

Sponsor logos can appear on stage as well as on programs and pre-show advertising. Benefits can also include sampling, sales displays and a presence on the MWR web site.

The USO’s annual World Gala sponsors can participate at a spectrum of levels ranging from having their logos on signage, to having their logo on the invitations and programs, to individually crafted benefits.

Photo courtesy U.S. Army MWR

Local as well as national companies are sponsors. Sponsors can designate how their money is spent, Harrison says.

Sponsorships can be one time or ongoing. “We have sponsors that go year after year with the same program, but every now and then do a one-time promotion if it fits their goals,” Perez says.

Customized sponsorships are also available. “Every now and then companies come to us and bring a turnkey event,” Perez says. “For example, Daimler Chrysler brought in various Jeeps and built an outdoor course where people could drive just for the experience, not sales. And last year Scion from Toyota sponsored a basketball tournament, and again it’s not about sales, it’s about the experience. It’s an opportunity for enlisted people to play ball.”

Additionally, clubs, themed restaurants, leadership camps for youth, and bowling centers are among other programs sponsored through the Army MWR.

Markets
“Our tours are in the U.S. and all over the world,” Harrison says. “We work closely with the Department of Defense to figure out where the need is.”

Numbers
The USO produced 64 tours in 2005 that entertained 100,000 military families, Harrison says. All USO programs reach 5 million annually, with 35,000 volunteers contributing, says Kathy Mejasich, USO director of corporate alliances.

The Army MWR programs reach 1.7 million active duty soldiers, family members and retirees.

How it is measured
Attendance at events is used for measurement.

Demographics
The Army population, according to the U.S. Department of Defense:
-Over 50 percent of enlisted men and women are under the age of 29
-Female soldiers make up 15 percent of the active duty force
-African Americans make up 24 percent, while Hispanics account for 10 percent
-Married soldiers make up 52 percent
-Nearly 60 percent of officers have earned a bachelor’s degree and 40 percent have advanced degrees.

Making the buy
Lead time varies with the project. Promotions can be put together in three weeks, says the USO’s Majasich. For partnerships, six to eight months in advance is ideal.

Who’s already sponsoring special events for the military
USO sponsors include Disney, AT&T and Coca Cola. Army MWR sponsors include AT&T, Anheuser Busch, Coca Cola, Colgate, Geico, Gillette, GlaxoSmithKline, Hyundai, Jeep, Kraft, Marriott, Pepsi, Rexall, Unilever and others.

What they’re saying
“The needs are great, especially with respect to providing support to Guard and reserve units and their families. They may not have support like a regular military installation. One of our biggest programs is trying to develop mobile USO program command posts to provide outreach. An example is a mobile canteen in Texas that gave out 200 Dallas Cowboy tickets and then offered a tailgate party at the game.” –Kathy Mejasich, director of corporate alliances for Arlington-based USO

Web site info
USO at www.uso.org
U.S. Army MWR at www.armymwr.com

Etc.
There is also a Navy Morale, Welfare and Recreation (MWR), headquartered in Millington, Tennessee.