Legion sponsorship of Army-Navy Game an opportunity to raise awareness, set the tone for future potential members.
During his acceptance speech following his election at the 2024 American Legion National Convention, National Commander James LaCoursiere Jr. urged Legionnaires to “go beyond the four walls of our post homes and the locations where we meet to become much more visible in every community throughout our great nation.”
At Northwest Stadium in Landover, Md., on Dec. 14, LaCoursiere said he was witnessing just that with the first year of the Legion’s associate sponsorship of the Army-Navy Game presented by USAA.
The Legion – the first veteran service organization to be a sponsor of the game – was featured on the stadium’s large screen during the game, as well on various television ads in individual markets throughout the nation.
The organization’s Be the One activation display also was on hand, with a prominent spot in the Fan Fest area, where volunteers could assist with benefits questions, learn more about or join the Legion, and take the Be the One pledge.
“I keep telling everybody to get beyond the four walls. That’s what we’re doing right now at the national level,” LaCoursiere said. “We’re going beyond the four walls. We’re bringing our programs of value into the public eye. We’re letting them see what our true value is. Once they see it and understand who we are, then they’ll always be there for us, and they’ll believe in us. They’ll believe in our voice, and they’ll believe in who we are.”
The platform provided by the Army-Navy Game and the other entities involved also is a benefit. “Having our name associated with USAA and with our active-duty troops and with our veterans as a whole, it gives us the opportunity to bring out awareness about the Legion and our No. 1 mission of Be the One,” LaCoursiere said. “It gives us a chance to network with a lot of CEOs and VIPs from other organizations, as well as with members of our Congress. Everyone’s focused on the same thing: taking care of our veterans and their families. Taking care of our active-duty and keeping in the forefront their quality of life. That’s what my primary mission is this year.”
The Legion’s suite was a hub of activity throughout the day, with visits by such dignitaries as Medal of Honor recipient Leroy Petry, U.S. Rep. Marcus Luttrell, former U.S. Senate Elizabeth Dole, former VA Secretary David Shulkin and VA Deputy Secretary Tanya Bradsher.
Also a guest was Legionnaire Michael "Rod" Rodríguez, a former Green Beret and current CEO and president of the Global War on Terrorism Memorial Foundation. A member of American Legion Post 1981 in North Carolina, Rodriguez sees great value in the Legion’s associate sponsorship of “America’s Game.”
“I was incredibly proud this past August when it was announced the Legion would be here. And when I thought about it further, it just made sense,” Rodriguez said. “I think the Legion belongs here. The value added for the Legion to be here … highlights the strength and selflessness of the Legion. Also, the family, the brotherhood, bringing us today.
“Today in the suite, you see people lining up to actually get in to say hi to everyone there. What I’ve noticed here today is the Legion’s suite has become a focal point for just about everybody else. There’s tremendous value. I’m excited for the coming year. It’s going to help us all as Legionnaires.”
Rodriguez said the Legion’s presence at the game has the opportunity to make an impact on those potential future members in attendance. “Let’s just talk about the cadets that are here today,” he said. “The cadets on the field and the cadets in the stands, they see the Legion in a position of prominence that is here for them today. That sets the tone for future growth of the Legion. I think it’s moving in a direction that we haven’t gone before. It’s a huge statement today in front of the entire country.”
At the Be the One activation display, Department of Maryland service officers Adrian Gamboa and Will Brown were on hand to assist veterans with filling out Form 21-22, which certifies the appointment of a veterans service organization as a claimant's representative.
But the display – and overall sponsorship – are providing more than that for the Legion.
“This is what it’s all about: bringing awareness about what The American Legion does,” said Department of Maryland Commander David Heredia, who volunteered at the display. “By coming out here, we’re bringing awareness about what The American Legion does and how we advocate for those we serve. Look at all the programs we have under the different pillars. The key is you’ve got to find someone’s passion to get them to join. And what better way than community service. Bringing awareness to The American Legion and what we do is the only way we’re going to grow our organization.
“I’ve challenged our department to go out and do stuff like this. Bring awareness and let people know what The American Legion does for them. Work with your civic leaders. Work with your county executives … and brag about what we do. Brag about what your post does.”
Bob Ouellette, of American Legion Post 295 in Germantown, Md., also volunteered at the booth. “I think it’s important for outreach,” he said of the sponsorship. “We’re not going to do well sitting in our post (complaining) about people not coming in. I think this is important. It’s as important as a lot of the other stuff we do.”
Prior to the game, the Legion’s Be the One trailer was stationed in the muster area for the cadets and midshipmen to hand out free water. Legion staff and volunteers got the opportunity to talk with the students, who also were able to play EA Sports College Football 25, courtesy USAA, and were given free snacks via Army & Air Force Exchange Service mobile trailers.
Gameday itself wasn’t the only time the Legion got exposure through its associate sponsorship. On Friday along Media Row at the Military Women’s Memorial at Arlington National Cemetery, Mario Marquez – the Legion’s Executive Director for Government Affairs – joined with former Green Beret and college/professional football player Nate Boyer in conducting close to 20 interviews with various media outlets across the country.
Marquez was able to share information about American Legion programs and advocacy, as well as stress the need to bridge the civilian-veteran gap. Read more here.
- Be the One