How Military Event Sponsorship Builds Brand Credibility
Are you interested in military event sponsorship?
Military event sponsorship is one of the most high-impact ways a brand can connect with the armed forces community, all while supporting morale, mission, and tradition. But it takes more than showing up with a booth and a banner. It takes intent.
What Is Military Event Sponsorship?
Military event sponsorship involves brands partnership with or supporting military-organized events in exchange for visibility, goodwill, and access to one of the most loyal demographics in America.
These events might include:
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Military Appreciation events at professional sports games
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On-base concerts or festivals
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Fitness competitions or ruck marches
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Change of command ceremonies, unit anniversaries, or other commemorative moments
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Family readiness programs and education fairs
Why It Matters
You’re not just advertising. Through support shown via sponsorship, you’re embedding the brand into the military lifestyle. When done right, event sponsorship builds:
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Trust from service members and their families
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Brand recognition that sticks through PCS moves and deployments
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Loyalty that extends post-service
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High ROI through word-of-mouth and organic reach
Best Practices for Event Sponsorship
Here’s how to do it with respect and results:
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Customize your presence for the audience (Marines vs. Air Force vs. active duty vs. veterans)
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Offer value beyond swag, like financial literacy sessions, job prep tools, or wellness activations
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Lead with appreciation; saying, "thank you" in a tangible manner often wins the day
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Celebrate, don't sell
The Final Word
Sponsoring a military event is about brand awareness, but it's also more. It’s a handshake, a salute, and a message: "We see you. We’ve got your six."
That’s a message this community remembers.
Brands typically make attempts to connect and engage with the military community on Memorial Day and Veterans Day. Throw in a discount and this is what the market has told the military to expect in the way of outreach. For a brand willing to do more, there is an opportunity to turn the heads of the ~40 million consumers that make up the military community.
Marketing to the military should be an “always on” mentality, not just a few touches throughout the year at the same time every other brand is doing the exact same thing. The military community is one of the largest American consumer segments, made up of people from all walks of life. Their diversity and lifestyle offer tremendous marketing opportunities through military event sponsorships to brands who serve every audience. For a brand to really connect with this group, a level of understanding is required – not just check-the-box marketing done on Veterans Day.
Does your brand have an effective strategy to connect with the military community? The Barracks can help. Our team designs and executes marketing and sponsorship campaigns targeting the military community. We deliver results because we understand the audience. We understand who they are, where they live, and what drives them. We speak their language. We connect with the military community through authentic messaging in channels where they are, with information relevant to their lives.
Armed forces marketing helps brands connect with the military community. Let’s talk about how we can help your brand.
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WHY US?
Our team designs and executes military marketing and sponsorship campaigns targeting the military community.
We deliver results because we understand the audience and how to position your brand message so that it resonates with a military audience.
We understand the pitfalls to avoid, the vernacular to use, and how to be authentic.
If your brand's military marketing strategy is offering a military discount, there is more opportunity for your brand to make an impact and connect with the armed forces as a growth strategy.
Let's talk.