I'll wait to see the ads before really weighing in, but in theory, I have no problem with this. This is a business, and that is a great way to add revenue. Good for them. I just hope they do it in a tasteful way...although if they don't, it probably won't last long, because it will backlash and kill jersey sales.
But, I actually kind of like how they pull it off in European soccer, so I think there is a model to follow. They just need to figure out how to translate it here.