The Pentagon is paying professional sports teams for those displays thanking the troops, NPR reports:
taxpayers paid $49,000 to the Milwaukee Brewers to allow the Wisconsin Army National Guard to sponsor the Sunday singing of "God Bless America." In another contract, the New York Jets were paid $20,000 to "recognize one to two New Jersey Army National Guard soldiers as hometown heroes."
Maybe this is a better use of recruiting money than spending on television ads. But you'd think the teams might be willing to do it for free, at least after September 11, 2001.