Big brands join Armed Forces Week celebrations with discounts for military community
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Government announces first-ever brand partnership programme for
Armed Forces Week Cotswold Outdoor, Decathlon, HelloFresh and
Mountain Warehouse to offer big discounts to the Armed Forces
community Thousands more discounts available to the military
community all year round with the Defence Discount Service Major
brands have signed up to support the Armed Forces community with
discounts for the military as the nation gets together to celebrate
Armed Forces Week...Request free trial
Major brands have signed up to support the Armed Forces community with discounts for the military as the nation gets together to celebrate Armed Forces Week (22-28 June 2026). Huge household names Cotswold Outdoor, Decathlon, HelloFresh and Mountain Warehouse have become the first ever Official Partners during Armed Forces Week, showing their support for military personnel and veterans across the UK. Through the Defence Discount Service, the exclusive discounts and benefits platform for the Armed Forces community, veterans and serving personnel can unlock even more savings on over 14,000 other brands. Minister for Veterans and People Calvin Bailey MP said: The military community sacrifices a lot to defend and protect the nation whether serving overseas or holding the fort at home. These Armed Forces Week discounts are a tangible way of saying thank you to the Armed Forces community. The whole nation has a role to play in supporting the Armed Forces so it's great to see big brands stepping up. The four Official Partners will offer the following savings during Armed Forces Week (22-28 June 2026):
Lucy Sutton, Director of Marketing at Cotswold Outdoor, said: We're incredibly proud to support Armed Forces Week as an official partner. Most importantly, this week is about celebrating and saying thank you to those who serve, have served, and the families who support them. We hope our involvement helps to support the outdoor adventures of the military community. Chrysanthe Rukebesha, Head of B2B at Decathlon UK, said: We are delighted to be an official sponsor of Armed Forces Week. Supporting our service members is incredibly important to us, which is why we've partnered with Blue Light Card and the Defence Discount Service for the last three years. We are truly honoured to be part of this year's celebrations and to show our ongoing gratitude to the Armed Forces community. Sam Day, Senior Marketing Director, HelloFresh, said: It is a privilege to be an Official Partner during Armed Forces Week. Supporting the Armed Forces community is something we feel strongly about, and we hope this discount goes some way to recognising the contribution of serving personnel, veterans and their families. We look forward to welcoming more members of the Armed Forces community to HelloFresh. Mark Neale, founder and CEO of Mountain Warehouse, said: This Armed Forces Week, we're proud to thank those who serve, or have served, in the Armed Forces. As a token of our appreciation, we're offering a special Mountain Warehouse discount in June. Whether you're tackling life's biggest challenges or your everyday mountains, we hope this helps you enjoy the great outdoors. Thank you for your service. John Palmer, former British Army soldier and now operations specialist at the Defence Discount Service, said: As a retired veteran myself, I know firsthand how much it means to feel recognised and supported, both during service and beyond it. Armed Forces Week is a vital moment to thank serving and retired personnel. Members of the Armed Forces community can claim their discounts by shopping online with the Defence Discount Service or by showing one of the following as proof of eligibility in-store:
Membership of the Defence Discount Service is open to:
Hundreds of big brands offer discounts and offers to the Armed Forces community all year round via the Defence Discount Service. The new discounts by the first-ever Official Partners during Armed Forces Week are the result of a new collaboration between the Ministry of Defence, the Department for Business and Trade and the Defence Discount Service. The Official Partner programme is just one way the Government is working to reconnect communities across the UK with the Armed Forces and celebrate their service. Notes to editors About the Defence Discount Service Launched in 2012, the Defence Discount Service is the official MoD discount service for the UK's armed forces, veterans and defence community. With over 500,000 members, Defence Discount Service is partnered with over 14,000 brands, providing savings, benefits and discounts from the likes of Apple, Samsung, New Look, Halfords, Shark Clean and O2 mobiles. Its members can access discounts for free online through the Defence Discount Service website, saving them thousands on holidays, cars, days out, fashion, gifts, electronics and more. A Defence Privilege Card can also be purchased for £4.99 for access to discounts on the high street in stores, restaurants and venues and is valid for five years. Catering for the veteran community which makes up around 3.8% of the UK population, as well as serving personnel, eligible members include regular serving Armed Forces; reserve forces; HM Armed Forces veterans; MOD civil servants; cadet forces (16+) and adult instructors; spouses and partners of serving personnel; bereaved family members; war and service widow(er)s and NATO personnel serving in the UK. For more information on who qualifies and the offers available, visitwww.defencediscountservice.co.uk. |