Activation display allows staff, volunteers to share the Legion message to veterans, active-duty military and others leading up to the game.
A self-proclaimed “proud U.S. Navy sailor,” Maryland American Legion Department Executive Committeeman Frank Price spent more than 15 years serving in both the Navy and the Navy Reserve.
So, when The American Legion became an associate sponsor of the Army-Navy Game sponsored by USAA in 2024, Price was happy. But that happiness grew even more after Price found out that the Legion would have a presence at Navy’s homecoming Oct. 25.
A smaller version of the Legion’s activation display – featuring Be the One messaging, information on the organization and swag for game attendees – was just outside of the players’ and Brigade of Midshipmen’s entrance into Navy-Marine Corps Memorial Stadium in Annapolis, Md. And there for the hours leading up to the game was Price, spreading the word about the Legion’s message.
“When I first heard we were going to be sponsoring the Army-Navy Game and be at the Navy homecoming game in my home state, in my branch of service, I was just thrilled. There’s no other way to put it,” said Price, a member of American Legion Post 180 in Rosedale. “I live here in Maryland. I feel a close association with the academy and this area as a whole, and the Navy. It’s about what we are. My roots into The American Legion began with the Navy. So, I am so thrilled with this.”
The Legion’s display saw constant traffic in the hours leading up to the game – which saw the hosts move to 7-0 with a 42-32 win over Florida Atlantic – thanks to a key location in the midst of the tailgate area and along the route the Brigade of Midshipmen stage their “march on” the stadium. Navy alumni, active-duty military, students’ parents and fans spent the day interacting with Legion volunteers and staff ahead of the game.
The booth included items such as neck warmers, enlarged foam fingers and branded koozies to pass out, as well as American Legion pamphlets, claims assistances and the ability to join the American Legion Family. A similar booth will be set up for the U.S. Military Academy’s homecoming Nov. 8 in West Point, N.Y., as part of the Legion’s expanded collaboration with the Army-Navy Game.
American Legion Marketing Deputy Director Ruthie Culbertson said the Legion’s increased presence with the Army and Navy football program is “huge. Obviously last year was a last-minute decision (to become an associate sponsor of the Army-Navy Game), so unfortunately, we missed a lot of the ability to activate just simply because we didn’t have the time or the bandwidth. Now that we’re able to get ahead of it and expand our relationships, just being here and being at a local game with each academy is huge. We’ve already established really strong relationships with both of them. We’re able to expand on it. And all that’s going to do is continue to further our relationship through (2026 and 2027), so we can continue to activate and continue to spread our mission.”
Price wanted to make the most of being a part of the Legion’s display. “It’s important, as a member of The American Legion and one who really believes in our Four Pillars, to go out and project the image and share with the public what we’re all about,” he said. “We do so much great work. I’m happy we’re starting our outreach to bring in our message and what we do to the public at-large. This is just a wonderful opportunity to make that happen.
“Today, I’ve met hundreds of people, and they know who we are through our efforts. That’s what makes me happy, and that’s what makes me happy to be a part of this today.”
As a part of the display, Maryland Assistant Department Service Officer William Brown was on hand to assist veterans looking to file benefits claims with the U.S. Department of Veterans Affairs and needing helping doing so.
“I’m here to help those who want to sign up and choose The American Legion as their claims representative for their VA claim file so we can help guide them through the claim process,” Brown said. “It is a refreshing win to be able to serve our veterans. It makes me feel good.”
Also on hand was George Delaney, commander of American Legion Post 300 in Columbia, Md., and a U.S. Navy and Navy Reserve veteran. Delaney sees a clear benefit to the Legion sponsoring the Army-Navy Game and expanding it to events like Navy’s homecoming.
“It builds a bond between the Naval Academy family and The American Legion,” Delaney said. “We both serve the nation. The Naval Academy builds our future leaders, and we are trying to build The American Legion.”
Delaney was successful in that on Saturday. A member of The American Legion Gold Brigade – awarded to Legionnaires who recruit 50 or more new members during the year – he was able to sign up at least 10 new members and also provided contact info for veterans in town for the game who live in other states to sign up in their own departments.
“My personal mission is to build The American Legion one veteran at a time. That’s my primary emphasis,” Delaney said. “I want to be out on the front line, as often as I can, taking the message of The American Legion to the public. My main mission in life – it’s a calling, actually – is to serve and save veterans.”
Culbertson said volunteers like those who assisted at Navy’s homecoming are critical to the Legion’s outreach efforts. “Everywhere we activate, every event we do, we secure local volunteers, because it’s the local volunteers, frankly, that push our message and move the needle for us,” she said. “I wouldn’t activate without local support. These guys come out and make a great showing. They have it down to a science. They’re great at spreading the word. They’re extremely active. This just gives them another opportunity to spread their message locally.”
- Army-Navy Game