Open Call For Official Partners During Armed Forces Week 2026  

A unique opportunity to visibly recognise the Armed Forces community by becoming an Official Partner during Armed Forces Week 2026.

Armed Forces Week 2026 takes place from Monday 22nd to Sunday 28th June 2026 across the UK.  

Armed Forces Week is a national celebration and a moment to recognise and thank the Armed Forces community for their service and contribution. The UK Government is seeking businesses to play a visible role in that celebration by offering exclusive, enhanced discounts or special offers to serving personnel, veterans and reservists that go beyond standard discounts or existing schemes (for example: an uplifted discount, a free add-on, or an upgraded package).  

Participating partners will receive a range of marketing and communication opportunities in return.  

WHY GET INVOLVED? 

By participating, your business will have the opportunity to: 

• Demonstrate tangible support for the Armed Forces community 

• Be associated with a nationally recognised UK Government-backed campaign 

• Reach a wide UK audience through curated promotional activity 

• Align your brand with values of service, resilience and community 

Discounts and offers will be highlighted through official Armed Forces Week channels and promotional activity.  

ELIGIBILITY 

The UK Government welcomes exclusive and attractive offers that deliver everyday value and mark Armed Forces Week as a moment of recognition and celebration.  Businesses across a wide range of sectors are welcomed, including but not limited to retail and ecommerce, travel and accommodation, food and drink, leisure and entertainment and telecoms. Offers can be online or in store and will be hosted on the Defence Discount Service platform, redeemed by showing serving personnel ID (MOD90), HM Armed Forces Veteran Card (physical or digital) or their Defence Discount Card. 

Official Partners will be selected using the following criteria:  

• Value and quality of the offer  

• Ability to deliver offers reliably at scale (including verification / fulfilment)  

• National coverage and accessibility  

• Relevance and appeal to the Armed Forces community  

• Participation in the Armed Forces Covenant and/or Defence Employer Recognition Scheme (or commitment to join by the 22nd May)* 

CHECKLIST 

Prospective Official Partners will undergo due diligence and eligibility checks led by the Department for Business and Trade, working with relevant partners, to comply with robust government standards. 

Please note: whilst we endeavor to respond to all expressions of interest, we may not be able to get back to everyone. 

*Becoming an Armed Forces Covenant signatory is a one-step process, led by the DRM team within the MoD.