By [Rod Bolivar](/us/authors/rod-bolivar/)
Aug 19, 2025 Share
USAA and the National Football League (NFL) are extending their 14-year partnership aimed at honoring US service members, veterans, and their families, with new initiatives set to launch in 2026 that expand access to NFL events and deepen military-focused programming.
The collaboration continues to designate USAA as an official Salute to Service partner, offering service members and their families unique opportunities to participate in NFL experiences both domestically and abroad.
“USAA is proud to stand alongside the military community, and our Salute to Service partnership with the NFL is one way we honor those who serve,” said Juan C. Andrade, president and CEO of USAA.
Founded in 1922 by Army officers in San Antonio, Texas, USAA was created to provide financial security to service members and their families. Today, it is one of the country’s largest insurers and financial services providers, with more than 14 million members, all of whom are connected to the US military. Its focus on military families sets it apart from other insurers, making the NFL partnership particularly meaningful.
The NFL’s Salute to Service initiative, launched in 2011, is one of the league’s signature community outreach programs, dedicated to honoring and supporting the military. The partnership with USAA has been central to this effort, giving it credibility and direct connections to the military population.
While existing elements of the partnership remain in place - including military appreciation at the Super Bowl, Pro Bowl, NFL Draft, and NFL Kickoff - new elements will be introduced in the 2026 season:
* Increased charitable contributions: USAA will continue sponsoring the Salute to Service Award, contributing $25,000 to military aid societies on behalf of each recipient. The NFL Foundation matches this donation to the recipient’s chosen military charity. Starting in 2026, USAA will add an extra $10,000 for each finalist, further increasing financial support for military-focused nonprofits.
* Overseas engagement: The partnership will maintain initiatives like NFL combine-style events at military installations in Germany and England, as well as Super Bowl watch parties for troops stationed abroad. A new annual overseas event during the NFL International Series will be added.
* Media expansion: In 2026, a new one-hour show will premiere, showcasing Salute to Service programs from the league, teams, and USAA. The show will highlight how NFL clubs and USAA engage with the military community, giving greater visibility to the partnership’s impact.
“We are deeply grateful for USAA’s commitment to recognizing the efforts made by members of the NFL family to honor the military community through the Salute to Service Award and other military engagements,” said Anna Isaacson, NFL senior vice president of social responsibility.
For USAA, this partnership is not simply about brand visibility - it reinforces its core mission of serving the military community. By aligning with one of the most powerful sports leagues in the world, USAA is able to:
* Deepen emotional connections with its member base, many of whom see the NFL as a unifying cultural touchpoint.
* Highlight its military heritage and ongoing commitment to veterans and service members through widely watched events like the Super Bowl.
* Differentiate itself from other insurers by embedding its brand within programming that resonates directly with its target audience.
* Expand global reach, especially with troops stationed overseas, where the NFL has a growing international presence.
In an era where consumers increasingly expect brands to demonstrate authentic social responsibility, this partnership allows USAA to showcase not only its business capabilities but also its dedication to the community it was built to serve.
As USAA approaches its centennial milestone in 2022, the extension of this partnership underscores its strategy of combining financial strength with cultural relevance. The addition of new programming and increased charitable contributions ensures the collaboration will remain impactful for years to come.
_How do you view the extension of USAA and NFL’s military partnership? Share your thoughts in the comments below._