Just wait until some player decides to tattoo an ad right on his arm.
This has been going on in soccer forever. It stinks but people adjust. It would be great if it kept ticket prices down, but it won't. Barcelona (the team that just want the European championship) took the high road and put unicef on their jerseys.
at what point do advertising dollars stop making sense? you have the building, the bill boards, the in game advertising. is there a point where a marketer says well, there's already so much going on, there's no way my ad will make a difference?