Reference & AI

DAFI 34-108

Air Force

COMMERCIAL SPONSORSHIP AND SALE OF ADVERTISING

Reviewed by Guilherme Correia, active-duty U.S. Air Force

DAFI 34-108, "COMMERCIAL SPONSORSHIP AND SALE OF ADVERTISING", is a Department of the Air Force publication, dated January 31, 2023, certified current June 17, 2025.

Published

January 31, 2023

certified current June 17, 2025

OPR

AF/A1

Headquarters, Department of the Air Force

Official document

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DAFI 34-108 — index record

NumberDAFI 34-108
TitleCOMMERCIAL SPONSORSHIP AND SALE OF ADVERTISING
PublishedJanuary 31, 2023
Certified currentJune 17, 2025
Office of primary responsibilityAF/A1
Issued byHeadquarters, Department of the Air Force
Status on the indexCurrent
Last index actionUpdateContact, June 23, 2026
Source indexAir Force e-Publishing
Index last readOctober 20, 2026

Copied from Air Force e-Publishing (index). The publication itself is the authority; this page does not summarize or interpret it. Verify the current edition on the index before acting.

From the publication itself

Text below is lifted mechanically from the official PDF (19 pages, read October 20, 2026) with no editing or interpretation. Quote the document, not this page.

Purpose, in the publication’s words

This publication implements Air Force Policy Directive (AFPD) 34-1, Air Force Services, and provides guidance for operating an effective commercial sponsorship program for morale, welfare and recreation (MWR) programs at the installation, major command (MAJCOM)/field command (FLDCOM), and Air Force Services Center (AFSVC). It defines unsolicited and solicited sponsorships, outlines the procedures for obtaining and implementing them, describes their limitations and benefits to MWR programs, and establishes approval and reporting procedures. Additionally, it provides guidance for the purchasing and sale of Nonappropriated Fund (NAF) advertising. This publication applies to all civilian and uniformed members of the Regular Air Force, the Air Force Reserve, the Air National Guard, and the United States Space Force (USSF). In collaboration with the Chief of Air Force Reserve (AF/RE), the Director of the Air National Guard (NGB/CF), and the Deputy Chief of Space Operations for Human Capital (SF/S1), the

Summary of changes, as printed

This interim change revises DAFI 34-108 COMMERCIAL SPONSORSHIP AND SALE OF ADVERTISING by (1) deleting sentence within paragraph 3.6. A margin bar (|) indicates newly revised material.

Contents

  1. Chapter 1—OVERVIEW AND BACKGROUNDp. 4
  2. Chapter 2—COMMERCIAL SPONSORSHIPp. 8
  3. Chapter 3—AUTHORITY TO SELL ADVERTISINGp. 18
  4. Attachment 1—GLOSSARY OF REFERENCES AND SUPPORTING INFORMATIONp. 21
  5. Attachment 2—STANDARD COMMERCIAL SPONSORSHIP AGREEMENTp. 26
  6. Attachment 3—ADVERTISING PURCHASE AGREEMENTp. 32
  7. Attachment 4—SAMPLE APPOINTMENT LETTERp. 34
All 44 contents entries
  1. Chapter 1—OVERVIEW AND BACKGROUNDp. 4
  2. 1.1. Commercial Sponsorshipp. 4
  3. 1.2. Programs Over Extended Periodsp. 4
  4. 1.3. Gifts and Donationsp. 4
  5. 1.4. When Commercial Sponsorship is Not Authorizedp. 4
  6. 1.5. When a Sponsor May be Given Advertisingp. 5
  7. 1.6. Roles and Responsibilitiesp. 5
  8. Chapter 2—COMMERCIAL SPONSORSHIPp. 8
  9. 2.1. FSS Generation of Awareness of Commercial Sponsorship Opportunitiesp. 8
  10. 2.2. General information on programsp. 8
  11. 2.3. Agreement Proceduresp. 8
  12. 2.4. Sponsorship Agreement Parametersp. 9
  13. 2.5. Solicited Commercial Sponsorship Programp. 9
  14. 2.6. Unsolicited Commercial Sponsorshipp. 10
  15. 2.7. Sponsorship Recognition Guidelinesp. 10
  16. 2.8. Merchandising and Promotionsp. 12
  17. 2.9. Installation Exchange and DeCA Promotionsp. 12
  18. 2.10. On-Site Displays, Booths and Activationsp. 13
  19. 2.11. Prize Registrationp. 14
  20. 2.12. Sports Team Uniformsp. 14
  21. 2.13. Exclusivityp. 14
  22. 2.14. Endorsement Restrictionsp. 15
  23. 2.15. Sponsor Certificationp. 15
  24. 2.16. Ownershipp. 15
  25. 2.17. Mediap. 16
  26. 2.18. Determining Sponsorship Valuesp. 16
  27. 2.19. Authority to Advertisep. 16
  28. 2.20. Accounting and Procedures for Handling Assetsp. 17
  29. 2.21. Installation Commander Assurancep. 17
  30. 2.22. Record Keeping and Reportingp. 17
  31. Chapter 3—AUTHORITY TO SELL ADVERTISINGp. 18
  32. 3.1. FSS Sale of Space for Commercial Advertisingp. 18
  33. 3.2. Establishing an Advertising Programp. 18
  34. 3.3. Publicize Advertising Opportunitiesp. 18
  35. 3.4. Advertising Standardsp. 18
  36. 3.5. Installation Standardsp. 19
  37. 3.6. Ethical Standardsp. 19
  38. 3.7. Truth in Lendingp. 19
  39. 3.8. Contracted Advertisingp. 19
  40. 3.9. Free Mediap. 20
  41. Attachment 1—GLOSSARY OF REFERENCES AND SUPPORTING INFORMATIONp. 21
  42. Attachment 2—STANDARD COMMERCIAL SPONSORSHIP AGREEMENTp. 26
  43. Attachment 3—ADVERTISING PURCHASE AGREEMENTp. 32
  44. Attachment 4—SAMPLE APPOINTMENT LETTERp. 34

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Air Force index

REF: DAFI 34-108, effective January 31, 2023

Air Force e-Publishing — DAFI 34-108

This is an index record, not the publication. The official PDF is the authority; verify the current edition before acting.

Reviewed by Guilherme Correia · Military Toolkit editorial

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