How Our Corporate Partners Joined the USO in Celebrating Military Appreciation Month in 2024

May was a special month for the USO. It is typically a time to raise awareness among the general public about the people actively serving in the U.S. military, as well as a time to provide civilians with opportunities to show these dedicated service members how much they are appreciated. The USO’s corporate partners collaborate in these efforts by sponsoring various special events, contests and campaigns that recognize Military Appreciation Month.

Here is a retrospective look at how our corporate partners joined the USO in celebrating the people who serve, and their families, throughout Military Appreciation Month 2024 – and throughout the year.

Clear Channel Outdoor

As a provider of outdoor advertising space on billboards, transit, airport locations and other venues, Clear Channel Outdoor has donated space for the USO to share its ongoing “We’re With” advertising campaign. The campaign highlights the challenges that service members, military spouses and military kids face, and encourages the public to share their support.

The Coca-Cola Company

As a decades-long supporter of the USO, The Coca-Cola Company highlighted Military Appreciation Month and the USO at its 65th running of the NASCAR Coca-Cola 600 on May 26, 2024. Guests had the opportunity to stop by the USO Booth at the event and check out a Mobile USO vehicle, and racing fans watching the televised broadcast from home saw a USO commercial sponsored by Coca-Cola. USO representative Lisa Marie Riggins introduced the Grand Marshals for the Starting Command, live on FOX.

Photo credit USO Photo

For over 80 years, the USO has worked with The Coca-Cola Company to find opportunities to support the military community.

Wonder Bread and Tastykake

The makers of Wonder Bread and Tastykake are sponsoring the Deploy the Joy sweepstakes online from April 15, 2024, to September 7, 2024. Flowers Foods, the parent company of Wonder Bread and Tastykake, is awarding a VIP trip to Fleet Week in Los Angeles for four nights and up to four people, plus airfare. Flowers Foods describes the Deploy the Joy campaign as their way of recognizing the service and sacrifice of military service members, along with encouraging Americans to join them in supporting the people actively serving in the U.S. military and their families. Wonder Bread and Tastykake have partnered with the USO since 2018 and have pledged to donate up to $2.7 million to the USO through 2024. Look for specially-marked packaging and retail displays featuring the USO in a retailer near you!

Giant Food

Year after year, Giant Food supports the USO and the people who serve with several activities to celebrate Military Appreciation Month. Shoppers can receive a Giant Food Coupon Book for a $5 donation to the USO and participate in the Giant Round-Up Campaign by rounding up their in-store purchases to the nearest dollar until June 20, 2024. Last year’s campaign raised more than $900,000.

The celebration continues with the 32nd Annual Giant Food BBQ Battle on June 22-23 along Pennsylvania Avenue in Washington, D.C. Part of the proceeds will benefit the USO, along with public donations made during the legendary Military Chef BBQ Cook-Off. Chefs from multiple U.S. military branches serve up BBQ for the public all day long as they compete. Beginning with its corporate partnership in 2016, Giant Food has raised more than $7 million in donations for the USO.

Harris Teeter

The 2024 Harris Teeter Support the People Who Serve Round Up Campaign launched on April 24, 2024, and runs through July 16, 2024, inviting shoppers to round up their transactions to the nearest dollar at the register. One hundred percent of funds raised will benefit the store’s local USO Center, giving shoppers a chance to make a difference for the military families in their communities. This annual campaign has raised more than $13.6 million since it began in 2012.

“Each year, we are overwhelmed by the generosity of our valued associates and loyal customers who continue to rise to the challenge and support the USO through this campaign,” said Danna Robinson, director of corporate affairs for Harris Teeter. “Harris Teeter is proud to continue its partnership with the USO to support our service members and their families.”

Mike’s Hard Lemonade

Mike’s Hard Lemonade has committed to a $200,000 donation to the USO, plus $1 for every message sent to a service member (up to $50,000) through its website during the Raise a Mike’s to All Our Heroes Campaign. The Mike’s website asks its customers, “Who works harder than the people who put their lives on the line to protect our families and freedom?” That’s why they’ve partnered with the USO to give back to these hardworking heroes. Anyone 21 years and older can send a message through the Mike’s website through September 30, 2024.

Keystone Light

With Keystone Light’s Smooth Salute Campaign, customers who scan the QR code on the new limited-time Keystone Light Stars and Stripes packaging can send a message of thanks directly to their community’s USO Center to share with local service members. No purchase is necessary, and individuals 21 or older can also enter online. Customers who send a message through July 31, 2024, will be entered for a chance to win a trip for two to Nashville for a private concert with Drake White and local service members on November 9, 2024.

“Keystone Light has a long-standing relationship with the USO and is dedicated to supporting service members both through messages of encouragement and donations,” said Frank Cirone, senior marketing director for Keystone Light. “We couldn’t think of a better way to bring our shared mission and impact to life than with some cold Keystone Light and a concert with Drake White, a longtime advocate of the Armed Forces.”

Paradies Lagardère

Travelers can find the shops and restaurants of Paradies Lagardère in more than 100 airports, offering places to catch a bite, make a duty-free purchase or grab any last-minute travel items from their retail shops.

Paradies invites the public to join them in their support of military service members with the Treat our Troops Campaign, encouraging customers to purchase pre-selected items from its Travel Essentials locations that will be donated to their nearest USO Center. Items include snacks, beverages, toiletries, crossword puzzles and sudoku. In 2023, Paradies Lagardère donated more than $3.7 million of in-kind goods to USO Centers across the U.S. Paradies Lagardère has also committed to a minimum cash donation of $50,000 in 2024.

Copper Cane

Copper Cane Wines & Provisions is supporting the USO with a point-of-sale campaign, encouraging their customers to join them in their commitment to members of the U.S. military.

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  • What is Military Appreciation Month?

    Officially designated by Congress in 1999, Military Appreciation Month takes place every year throughout the entire month of May. Although the entire month is designated to honoring past and present military members and their families, there are several military holidays sprinkled throughout Military Appreciation Month itself, including Loyalty Day, VE Day, Military Spouse Appreciation Day, Mother’s Day, Armed Forces Day and Memorial Day.

Every day, America’s service members selflessly put their lives on the line to keep us safe and free. Please take a moment to let our troops know how much we appreciate their service and sacrifice.


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