National Defense Authorization Act for Fiscal Year 2014

Floor Speech

BREAK IN TRANSCRIPT

Mr. HUDSON. Mr. Chairman, I rise amongst a broad bipartisan coalition to oppose this misguided amendment offered by my colleague from Minnesota.

Mr. Chairman, facts are a stubborn thing. The National Guard has reiterated time and time again the immense value of their recruiting and retention programs in professional motor sports. The facts of this program show a successful return on investment for the taxpayers.

To demonstrate the success of this program, I would like to cite three crystal clear numbers which support strong opposition to this amendment:

First, 90 percent. In the June 4 letter to House Appropriations, the National Guard Association of the United States and their counterpart, the Enlisted Association of the National Guard, stated that a recent independent study found that 90 percent of the Army National Guard soldiers who enlisted or reenlisted were exposed to the Guard from recruiting or retention materials featuring NASCAR drivers and their cars. That's a real return on your investment, a return on the invest of the American people;

Second, 85 percent. Of those who enlisted or reenlisted during that time period, 85 percent agree that professional sports are beneficial to attracting and retaining good soldiers. That's, again, a good return on your investment;

And the last number is 400,000. Since embarking on a more robust use of professional sport sponsorships in fiscal year 2007, the Army National Guard has added more than 400,000 new soldiers. That, Mr. Chairman, is a return on your investment.

Mr. Chairman, these facts come from sound research and independent study which the National Guard has shared with us, and I will enter into the Record my remarks here today.

I submit these facts to my colleagues and encourage them to consider the tremendous return on investment we would be stealing from our Nation's military and hardworking taxpayers if this amendment were to pass. I urge my colleagues to vote ``no.''

National Guard Association of the United States, Enlisted Association of the National Guard of the United States,

June 4, 2013.
Hon. Bill Young,
Chairman, House Appropriations Committee, Defense Subcommittee, Washington, DC.
Hon. Pete Visclosky,
Ranking Member, House Appropriations Committee, Defense Subcommittee, Washington, DC.

Dear Chairman and Ranking Member of the House Appropriations Subcommittee on Defense: As you may be aware, there have been proposals in Congress to restrict the Department of Defense's ability to utilize sports sponsorships as part of recruitment and retention campaigns. We would urge you to oppose any effort to restrict DoD leadership's ability to utilize creative and innovative tactics to ensure that the National Guard is able to promote their career opportunities.

Recruiting for the all-volunteer force isn't what it used to be. Only one in every four young people today is even eligible to join. Today, you have to know how smart, fit young people think, where they live and play, and go to them. Innovative techniques such as sports sponsorships help the National Guard do just that.

The enhanced use of sponsorships was a direct response to specific recruiting challenges faced during the height of the wars in Iraq and Afghanistan in 2006 and 2007, when traditional and more expensive recruiting efforts were failing to attract enough quality applicants. It was during this time period that recruiting goals were reached, partly, by lowering minimum entrance requirements and accepting enlistees who lacked high school diplomas, had low scores on the military's aptitude test, or received waivers for criminal and medical problems. However, since embarking on a more robust use of professional sports sponsorships in fiscal year 2007, the Army National Guard has added more than 400,000 new soldiers.

A recent study has found that 90 percent of Army National Guard soldiers who enlisted or re-enlisted since 2007 were exposed to the Guard through recruiting or retention materials featuring NASCAR cars and/or drivers. Of those who enlisted or re-enlisted during that time period, 85 percent agree that professional sports are beneficial to attracting and retaining good soldiers. The survey also found that racing fans are an especially receptive group for National Guard recruiting. NASCAR enthusiasts aged 18-34, the National Guard's target age demographic, are twice as likely to consider a military career than non-fans.

For the National Guard, marketing through sports is a direct appeal to our target audience and their influencers, providing the opportunity to reach individuals who are like-minded. Any limitations or bans on this may look good on the surface in a tight fiscal environment, but, in reality, it would provide no savings and hinder the National Guard's effort to reach the most qualified potential recruits.

Sponsorships provide the Guard a national platform to build relationships, promote our image and aid in recruiting efforts. The recruiting and retention dollars spent through sports sponsorships increase the National Guard's prestige and visibility, as well as help generate recruiting leads at events.

But these sport sponsorships go beyond a race or match. They extend into the community, creating partnerships to develop a national effort to address issues affecting military personnel and their spouses, including provid Mr. HUDSON. Mr. Chairman, I rise amongst a broad bipartisan coalition to oppose this misguided amendment offered by my colleague from Minnesota.

Mr. Chairman, facts are a stubborn thing. The National Guard has reiterated time and time again the immense value of their recruiting and retention programs in professional motor sports. The facts of this program show a successful return on investment for the taxpayers.

To demonstrate the success of this program, I would like to cite three crystal clear numbers which support strong opposition to this amendment:

First, 90 percent. In the June 4 letter to House Appropriations, the National Guard Association of the United States and their counterpart, the Enlisted Association of the National Guard, stated that a recent independent study found that 90 percent of the Army National Guard soldiers who enlisted or reenlisted were exposed to the Guard from recruiting or retention materials featuring NASCAR drivers and their cars. That's a real return on your investment, a return on the invest of the American people;

Second, 85 percent. Of those who enlisted or reenlisted during that time period, 85 percent agree that professional sports are beneficial to attracting and retaining good soldiers. That's, again, a good return on your investment;

And the last number is 400,000. Since embarking on a more robust use of professional sport sponsorships in fiscal year 2007, the Army National Guard has added more than 400,000 new soldiers. That, Mr. Chairman, is a return on your investment.

Mr. Chairman, these facts come from sound research and independent study which the National Guard has shared with us, and I will enter into the Record my remarks here today.

I submit these facts to my colleagues and encourage them to consider the tremendous return on investment we would be stealing from our Nation's military and hardworking taxpayers if this amendment were to pass. I urge my colleagues to vote ``no.''

National Guard Association of the United States, Enlisted Association of the National Guard of the United States,

June 4, 2013.
Hon. Bill Young,
Chairman, House Appropriations Committee, Defense Subcommittee, Washington, DC.
Hon. Pete Visclosky,
Ranking Member, House Appropriations Committee, Defense Subcommittee, Washington, DC.

Dear Chairman and Ranking Member of the House Appropriations Subcommittee on Defense: As you may be aware, there have been proposals in Congress to restrict the Department of Defense's ability to utilize sports sponsorships as part of recruitment and retention campaigns. We would urge you to oppose any effort to restrict DoD leadership's ability to utilize creative and innovative tactics to ensure that the National Guard is able to promote their career opportunities.

Recruiting for the all-volunteer force isn't what it used to be. Only one in every four young people today is even eligible to join. Today, you have to know how smart, fit young people think, where they live and play, and go to them. Innovative techniques such as sports sponsorships help the National Guard do just that.

The enhanced use of sponsorships was a direct response to specific recruiting challenges faced during the height of the wars in Iraq and Afghanistan in 2006 and 2007, when traditional and more expensive recruiting efforts were failing to attract enough quality applicants. It was during this time period that recruiting goals were reached, partly, by lowering minimum entrance requirements and accepting enlistees who lacked high school diplomas, had low scores on the military's aptitude test, or received waivers for criminal and medical problems. However, since embarking on a more robust use of professional sports sponsorships in fiscal year 2007, the Army National Guard has added more than 400,000 new soldiers.

A recent study has found that 90 percent of Army National Guard soldiers who enlisted or re-enlisted since 2007 were exposed to the Guard through recruiting or retention materials featuring NASCAR cars and/or drivers. Of those who enlisted or re-enlisted during that time period, 85 percent agree that professional sports are beneficial to attracting and retaining good soldiers. The survey also found that racing fans are an especially receptive group for National Guard recruiting. NASCAR enthusiasts aged 18-34, the National Guard's target age demographic, are twice as likely to consider a military career than non-fans.

For the National Guard, marketing through sports is a direct appeal to our target audience and their influencers, providing the opportunity to reach individuals who are like-minded. Any limitations or bans on this may look good on the surface in a tight fiscal environment, but, in reality, it would provide no savings and hinder the National Guard's effort to reach the most qualified potential recruits.

Sponsorships provide the Guard a national platform to build relationships, promote our image and aid in recruiting efforts. The recruiting and retention dollars spent through sports sponsorships increase the National Guard's prestige and visibility, as well as help generate recruiting leads at events.

But these sport sponsorships go beyond a race or match. They extend into the community, creating partnerships to develop a national effort to address issues affecting military personnel and their spouses, including providing education assistance, combating unemployment, fostering technology sharing and innovation, and sharing the story of the National Guard.

Pro sports sponsorships are not just a matter of money. They are an effective and important marketing platform for awareness and development to target future potential recruits, while also working to improve the lives of our Guardsmen and women.

I ask that you please support the National Guard's continued efforts to partner with professional sports programs and create lasting community partnerships that positively impact our National Guard.

Thank you for your consideration on this matter.

Gus Hargett,

Major General, USA, (Ret.), President, NGAUS.

John Helbert,

CSM, ARNG, President, EANGUS.
New Research: Sports Sponsorships Valuable to Military Recruitment

New research paints a clear picture of the value sponsorships and marketing around professional sports provide the U.S. military and its efforts to recruit and retain soldiers. Conducted by respected independent firm Alan Newman Research, the empirical study was deployed through a joint initiative by the Enlisted Association of the National Guard of the United States (EANGUS) and the National Guard Association of the United States (NGAUS). The effort surveyed thousands of Americans, including general population, sports fans and, for the first time, more than 1,300 currently serving and retired National Guard soldiers and airmen.

NASCAR DRIVES RECRUITING

The Army National Guard has added more than 400,000 new soldiers since fiscal year 2007 when the Department of Defense embarked on a more robust use of professional sports sponsorships for recruiting purposes. During this time, the National Guard has leveraged NASCAR as a key platform to promote its career opportunities, reporting a three-to-one return on the current sponsorship program while routinely meeting and exceeding recruiting targets. Most recently, the Army National Guard exceeded fiscal-year-to-date 2013 accession goal by more than 1,000 recruits (or 104 percent). Ninety percent of Army National Guard soldiers who enlisted or re-enlisted from 2007-2013 said they have been exposed to the Guard through recruiting or retention materials that incorporated NASCAR. Of those who enlisted or re-enlisted since 2007, 85 percent agree that professional sports are beneficial to the National Guard's overall efforts to attract and retain soldiers. More than six of ten of all National Guard respondents have seen NASCAR leveraged at a recruiting center or event.

FANS ADVOCATE FOR MILITARY CAREERS

Research confirms the NASCAR audience is tailor-made for programs promoting career opportunities in the U.S. military. Young fans (age 18-34) of NASCAR are twice as likely as non-fans in the same age group to consider the military as a career option. In addition, NASCAR fans are more passionate advocates for military careers. They are 20 percent more likely than non-fans to be ``very likely'' to support a friend or family members choice to pursue military service.

THE POWER OF PATRIOTISM

National Guard members consider NASCAR, which hosts swearing-in ceremonies for hundreds of new recruits each year, the most patriotic of all major professional sports. In a powerful statement for recruiting and retention programs that utilize NASCAR, a nearly unanimous 92 percent of National Guard respondents say they are more likely to engage with an organization that they perceive as pathetic over competitors.

AMERICANS SUPPORT MILITARY RECRUITMENT

Americans clearly support the ability of the U.S. military to recruit where it sees fit. An overwhelming 83 percent believe military branches should be able to promote career opportunities where the branches feel a receptive audience will be found. Just 12 percent of Americans do net feel that fans of professional sports represent a reasonable target audience for recruiting programs.

OPPORTUNITIES ACROSS PRO SPORTS

Nearly all members of the National Guard are avid fans of at least one major professional sport, notably the National Football League, Major League Baseball and NASCAR. Guard soldiers are similarly interested in pro sports in their home areas--such as minor league baseball and hockey, arena football and local short-track racing--indicating opportunities for recruiting and retention programs at the grassroots level in hundreds of communities around the country. A majority of Americans--64 percent--are more likely to engage with organizations that, like the National Guard, are affiliated with a favorite sport, team or athlete.

CONCLUSION: SPONSORSHIPS WORK FOR THE MILITARY

For the same reasons they are a preferred venue for corporate advertising, NASCAR and other professional sports are a pri
me place for recruitment advertising due to wide and devoted fan bases and demographics ideal for messaging regarding military careers. For the National Guard, participation in NASCAR allows the opportunity to leverage the largest American spectator sport with a massive and loyal fan base of 75 million. Sports marketing is a widely accepted and important piece of the marketing mix for the most successful brands and organizations in the world, and it should remain so for the U.S. military.

ing education assistance, combating unemployment, fostering technology sharing and innovation, and sharing the story of the National Guard.

Pro sports sponsorships are not just a matter of money. They are an effective and important marketing platform for awareness and development to target future potential recruits, while also working to improve the lives of our Guardsmen and women.

I ask that you please support the National Guard's continued efforts to partner with professional sports programs and create lasting community partnerships that positively impact our National Guard.

Thank you for your consideration on this matter.

Gus Hargett,

Major General, USA, (Ret.), President, NGAUS.

John Helbert,

CSM, ARNG, President, EANGUS.
New Research: Sports Sponsorships Valuable to Military Recruitment

New research paints a clear picture of the value sponsorships and marketing around professional sports provide the U.S. military and its efforts to recruit and retain soldiers. Conducted by respected independent firm Alan Newman Research, the empirical study was deployed through a joint initiative by the Enlisted Association of the National Guard of the United States (EANGUS) and the National Guard Association of the United States (NGAUS). The effort surveyed thousands of Americans, including general population, sports fans and, for the first time, more than 1,300 currently serving and retired National Guard soldiers and airmen.

NASCAR DRIVES RECRUITING

The Army National Guard has added more than 400,000 new soldiers since fiscal year 2007 when the Department of Defense embarked on a more robust use of professional sports sponsorships for recruiting purposes. During this time, the National Guard has leveraged NASCAR as a key platform to promote its career opportunities, reporting a three-to-one return on the current sponsorship program while routinely meeting and exceeding recruiting targets. Most recently, the Army National Guard exceeded fiscal-year-to-date 2013 accession goal by more than 1,000 recruits (or 104 percent). Ninety percent of Army National Guard soldiers who enlisted or re-enlisted from 2007-2013 said they have been exposed to the Guard through recruiting or retention materials that incorporated NASCAR. Of those who enlisted or re-enlisted since 2007, 85 percent agree that professional sports are beneficial to the National Guard's overall efforts to attract and retain soldiers. More than six of ten of all National Guard respondents have seen NASCAR leveraged at a recruiting center or event.

FANS ADVOCATE FOR MILITARY CAREERS

Research confirms the NASCAR audience is tailor-made for programs promoting career opportunities in the U.S. military. Young fans (age 18-34) of NASCAR are twice as likely as non-fans in the same age group to consider the military as a career option. In addition, NASCAR fans are more passionate advocates for military careers. They are 20 percent more likely than non-fans to be ``very likely'' to support a friend or family members choice to pursue military service.

THE POWER OF PATRIOTISM

National Guard members consider NASCAR, which hosts swearing-in ceremonies for hundreds of new recruits each year, the most patriotic of all major professional sports. In a powerful statement for recruiting and retention programs that utilize NASCAR, a nearly unanimous 92 percent of National Guard respondents say they are more likely to engage with an organization that they perceive as pathetic over competitors.

AMERICANS SUPPORT MILITARY RECRUITMENT

Americans clearly support the ability of the U.S. military to recruit where it sees fit. An overwhelming 83 percent believe military branches should be able to promote career opportunities where the branches feel a receptive audience will be found. Just 12 percent of Americans do net feel that fans of professional sports represent a reasonable target audience for recruiting programs.

OPPORTUNITIES ACROSS PRO SPORTS

Nearly all members of the National Guard are avid fans of at least one major professional sport, notably the National Football League, Major League Baseball and NASCAR. Guard soldiers are similarly interested in pro sports in their home areas--such as minor league baseball and hockey, arena football and local short-track racing--indicating opportunities for recruiting and retention programs at the grassroots level in hundreds of communities around the country. A majority of Americans--64 percent--are more likely to engage with organizations that, like the National Guard, are affiliated with a favorite sport, team or athlete.

CONCLUSION: SPONSORSHIPS WORK FOR THE MILITARY

For the same reasons they are a preferred venue for corporate advertising, NASCAR and other professional sports are a prime place for recruitment advertising due to wide and devoted fan bases and demographics ideal for messaging regarding military careers. For the National Guard, participation in NASCAR allows the opportunity to leverage the largest American spectator sport with a massive and loyal fan base of 75 million. Sports marketing is a widely accepted and important piece of the marketing mix for the most successful brands and organizations in the world, and it should remain so for the U.S. military.

BREAK IN TRANSCRIPT

Source