The NFL and USAA have announced a significant extension of their long-standing partnership, reinforcing their joint commitment to honoring and supporting the military community through the “Salute to Service” program. This renewal builds on a 14-year relationship and ensures that the initiative will continue delivering unique experiences for veterans, active-duty personnel, and their families.
A Purpose-Driven Partnership
Since 2011, USAA has been the NFL’s official Salute to Service partner, and the extension secures its role through the 2025 season and beyond. The collaboration is rooted in shared values: the NFL’s role as “America’s Game” and USAA’s purpose-driven mission to serve the military community.
Juan C. Andrade, President and CEO of USAA, emphasized the significance:
“Our mission is to serve the military community. Partnering with the NFL allows us to bring America’s game to them in ways that are meaningful, impactful, and unforgettable.”
The data underscores the alignment. Nearly 34% of veterans and active-duty military watch the NFL, compared with 14% for MLB and 10% for the NBA — making football the most influential sports platform for engagement with service members.
Expanding Experiences for the Military
The partnership’s value extends beyond branding, focusing on immersive activations and community engagement:
- Access and Experiences: Each year, around 10,000 veterans and service members participate in USAA-NFL programs, from Super Bowl activations to training camp visits and base-level engagements.
- Overseas Outreach: USAA has hosted NFL Combine-style events at military installations in Germany and England, alongside Super Bowl watch parties abroad. Starting in 2026, annual activations will align with the NFL International Series, ensuring overseas bases remain connected to the league.
- New Media Initiatives: A dedicated one-hour Salute to Service show is set to premiere in 2026, spotlighting programs by the league, teams, and USAA that empower and celebrate military communities.
Awards and Giving Back
The Salute to Service Award presented by USAA remains a central pillar. The winner receives a $25,000 donation to military aid societies, matched by the NFL Foundation to the recipient’s charity of choice. All 32 teams nominate finalists, broadening impact across the league.
From 2026, USAA will also contribute an additional $10,000 per finalist, expanding the program’s financial impact and reinforcing its role as a cornerstone of NFL philanthropy.
Why This Matters?
At 365247 Media, we view the USAA-NFL renewal as a case study in strategic brand alignment. Three insights emerge:
- Purpose-Driven Partnerships Create Longevity
Unlike transactional sponsorships, USAA’s partnership thrives because it aligns its mission — serving the military — with the NFL’s cultural influence. This is a blueprint for brands seeking authentic long-term engagement. - Experience as the Core Value Proposition
From boot camps to player interactions, the initiative prioritizes moments of shared respect between athletes and service members. Experiences, not logos, define modern sponsorship ROI. - Global Expansion of Fan-Community Bridges
By integrating with the NFL International Series and leveraging overseas activations, the partnership shows how sports properties can extend their social and commercial reach globally, beyond domestic markets.
Final Word
The extended USAA-NFL partnership goes beyond military appreciation; it represents a strategic fusion of purpose, brand, and culture. For USAA, it cements leadership in the military community. For the NFL, it strengthens its identity as more than entertainment — a platform that unites service, sacrifice, and sport.
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