The Military Is Undercharging Marketers to Use Its Soldiers
Posted in: UncategorizedThe U.S. military has one of the most respected brands in the country. The Defense Department drives one of the shiniest cars down Madison Avenue. It should be able to demand whatever it wants in its external advertising contracts with companies that want to work with American service members.
So why do the government and its marketers give troops away at a ridiculously low price to any sporting organization or beer company that wants to parade them as a prop for an event? In 2012, the National Football League donated $800,000 to three military-related non-profits as part of a Veterans Day Salute to Service. That amount is nothing but a rounding error on the billions that the league brings in throughout the year. Yet it gives the league carte blanche to integrate armed forces branding into its website, TV broadcasts and apparel.
It’s not just the NFL. On February 17, the Defense Department released a statement, “DOD Works With NBA to Improve Troops’ Transition Assistance.” This implies that the basketball league sponsored a jobs program or scholarships for veterans. Instead, during the NBA’s All Star Weekend “thousands of troops, veterans and family members were honored guests at events throughout the weekend, including concerts, visits from current and former NBA and WNBA players, on-court activities and the opportunity to attend the All-Star game itself.” It’s unclear how any of this helps troops better transition out of the military.
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