Frankly, it is a no-brainer, especially as college sports becomes a much more complicated business to succeed in.
The bottom line is that to stay competitive in this rapidly-changing and increasingly-expensive world, the Army athletic program needs to generate more income to support its 1,200-plus student-athletes and continue to stay ahead of the curve that has become college sports.
They may have found the perfect partner in USAA. Officials at the San Antonio, Tx.-based provider of insurance, banking and retirement solutions, are eager to continue to build awareness of its services and show how it can benefit active military personnel, veterans and their families. USAA serves more than 14.5 million members.
Together, the two announced they are expanding their existing relationship to include integrated branding opportunities, preservation initiatives, future facility enhancements and strategic support. No financial terms were disclosed.
As part of the partnership, the Army West Point Athletic Association (AWPAA) announced that USAA branding will appear on uniform patches across all Army varsity athletic programs, while the USAA logo will also be featured at the 25-yard lines inside the newly-renovated Michie Stadium.
The two associations also announced that the agreement will provide additional support to help advance Army Athletics’ long-term strategic priorities, including the future “Athletic Center of Excellence presented by USAA,” which will be located at Michie Stadium. West Point officials said the center will be the new home for Army West Point athletics and a next-generation facility dedicated to leadership development across the organization, cadet-athlete performance, and recruiting the next generation of Army leaders.
“Like many Division I athletic departments, Army athletics relies on a combination of institutional support, philanthropy, sponsorships, media rights, ticket revenue and other externally generated resources,” West Point athletic director Tom Theodorakis wrote to Army fans on Thursday. “This partnership strengthens our ability to invest in cadet-athletes, advance strategic priorities, and remain nationally competitive while continuing to develop leaders of character for our nation.”
He added. “As the landscape of college athletics continues to evolve, it is essential that we identify innovative revenue streams that align with our mission and values. This partnership achieves exactly that, and the resources generated will directly support our cadet-athletes while helping position Army athletics for long-term success,”
The agreement also includes preservation-focused naming elements integrated throughout Army athletics facilities, including the designation “Michie Stadium Preserved by USAA.” Blaik Field, named in honor of long-time Army football coach Earl “Red” Blaik, will be maintained.
USAA has become a major sponsor of service academies events and television broadcasts in recent years, using the on-field success of their sports teams to drive awareness of its activities.
“USAA’s story began in 1922 when 25 Army soldiers came together to take care of their own, and that legacy lives on as we proudly invest in the next generation of military leaders at West Point,” said Chris Curtin, Chief Marketing Officer of USAA. “By standing behind these exceptional cadet-athletes and preserving the historic grounds where they train and compete, we are honoring our roots and ensuring that the future of our armed forces receives the unwavering support they have earned.”
