There's a telling email exchange quoted in the Defense Department Inspector General's report (pdf) on America Supports You (ASY), a Pentagon program launched in 2004, ostensibly to boost troop morale.
Allison Barber, who founded and led ASY until her recent resignation as Deputy Assistant Secretary of Defense for Internal Communications and Public Liaison (and who infamously helped President Bush stage a teleconference with troops in Iraq), asked in a June 2004 email: "Overseas, we make troops [not living on military bases] buy a digital receiver for their televisions so they can see AFRTS," the American Forces Radio and Television Service. "Is there a way for me to make this situation know [sic] to corporate America and offer them the option of 'sponsoring' a receiver? So the receiver might have a sticker on it that says 'brought to you by Sears'."
An attorney with the Defense Department's Standards of Conduct Office responded sharply: "Of course, you may not solicit anyone, especially corporate America, to sponsor the receivers. That's a no-no."