Sports and entertainment have a unique power to unite people — and a Las Vegas conference next week will explore how that power can translate into real support for veterans. With the military community often scattered and underserved, the question of how to turn visibility into tangible resources is more pressing than ever.
VBG’s Patrick Holmes and PBR’s Tyler Hallman will discuss how sports partnerships can strengthen engagement with the military community at MCON 2026.
At MCON 2026, we look forward to joining PBR to discuss how partnerships can connect veterans with resources and opportunities — and how to measure whether those efforts are making a difference.”— Patrick Holmes, senior director of marketing and communications at VBG
LAS VEGAS, NV, UNITED STATES, October 15, 2026 /EINPresswire.com/ — Veteran Benefits Guide and Professional Bull Riders are set to share their insights on how sports partnerships can foster deeper engagement with the military community during a panel at MCON 2026.
Patrick Holmes, senior director of marketing and communications at VBG, will be joined by Tyler Hallman of PBR for the session titled “Using the Platform: How Sports and Entertainment Drive Military CSR That Actually Works.” The conversation, moderated by Nicole Murray — a leader on the American Corporate Partners team and a former director of community relations for the Washington Nationals — will explore how sports and entertainment groups can go beyond conventional sponsorships to create partnerships with lasting impact, and how to gauge whether those initiatives are truly effective.
“Sports and entertainment bring people together in ways few other platforms can. That reach creates an opportunity to turn public support for the military community into meaningful support for veterans,” said Holmes. “At MCON 2026, we look forward to joining PBR to discuss how partnerships can connect veterans with resources and opportunities — and how to measure whether those efforts are making a difference.”
The collaboration between VBG and PBR already includes Salute to Service initiatives that honor veterans at PBR events across several markets. Beyond that, VBG has partnered with other sports organizations, including the Jacksonville Jaguars and Army Athletics, to engage with and recognize the military community.
MCON 2026, a gathering designed to connect the military community through shared experiences, is scheduled for Oct. 23-25 in Las Vegas. As a founding partner of the event, VBG will host its Team VBG experience at booth 419 at The Expo at World Market Center.
About Veteran Benefits Guide
Veteran Benefits Guide assists Veterans in navigating the often-complicated VA disability claims process to secure the benefits they have earned. Its trained staff help Veterans compile and file their claims, aiming for accuracy the first time to avoid costly and time-consuming appeals — a process that also helps reduce the VA case backlog. Since its founding in 2015, VBG has helped more than 55,000 Veterans successfully file new claims or increase their disability ratings. Recognized as a Military Times Best for Vets: Employers awardee, VBG is headquartered in Las Vegas with an additional office in San Diego. For more information, visit VBG.com.
Stephanie Garibay
Veteran Benefits Guide
sgaribay@vbg.com
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Why it matters: As corporate social responsibility efforts in sports continue to grow, measuring their real-world impact on veterans remains a challenge. This panel signals a shift toward accountability — ensuring that public displays of support translate into meaningful resources for those who served.
