Significant scholarship exists indicating an increase in militarization within the neoliberal university (see Armitage 2005; Giroux 2008; Giroux 2013), which has transformed the academic institution into "a factory that is engaged in the militarization of knowledge, namely, in the militarization of the facts, information and abilities obtained through the experience of education" (Armitage 2005, 221). The lack of research on intercollegiate athletics' role within this transformation is particularly problematic, given the highly visible role intercollegiate athletics play in publicly reproducing the logics of the neoliberal university (see Sperber 2001; Toma 2003; Bass, Newman, and Giardina 2012). Whereas Butterworth and Moskal (2009) have discussed this in regards to college football's postseason bowl competition, a significant gap in the literature still exists regarding the promotion of military and neoliberal doctrine through the spectacle of sports on college campuses. This study expands on their work by focusing on Texas A&M University and its militarized (and militarizing) traditions, examining how the commodification of military spectacle implicates members of the university community.