This wouldn't keep me from using Canon products (there are other things that do) but participating in this scheme does not reflect well on Canon.
The advertising world is in turmoil and a lot of new ideas are being field-tested. It's actually exciting to see the creative approaches throughtout different media (tv, print, radio, direct mail) but I'm afraid many of the new practices are either highly deceptive or ethically questionable.
The root of the advertising problem is the perceived (whether accurate or not) ineffectiveness of the old model, which was based on a somewhat distinct separation of advertising from content. The move is to "non-disruptive" advertising models (examples of which include some of the Apprentice TV and Top Chef reality programs) that merge editorial and advertising seamlessly to address the shortcomings of the old model. Now the ads are unavoidable (no more fast-forwarding past the ads or doing something else during commercial breaks in the case of TV) and carry more weight as the audience gets to see the products used by a, supposedly impartial, third party. I find these "non-disruptive" ads highly questionable and choose not to allow them in a magazine my wife and I publish.
But the NFL/Canon thing is an even worse, more pernicious example of the new advertising landscape; it's simply outrageous. It's not only about displaying the advertiser's logo but it's specifically designed to filter reality and manipulate the audience's perception of an scene. The intent here is to portrait all photographers as using, and endorsing, Canon products. It makes it look unanimous, Canon is preferred by 100% of professional photographers.
The NFL and Canon are not breaking new ground here. The American Motorcyclist Association tried the same thing last year when they wanted to sell advertising space on the number plates of racing motorcycles. By this scheme, Brand A could buy that ad space and all racing motorcycles (even competing brands) would have to display Brand A's logo (eg, Honda motorcycles would have to display, on their racing bikes, Suzuki's logo), thus guaranteeing that Brand A's logo would cross the finish line FIRST even when the competing brand's motorcycle won the race.
It's a scary new world, a little reminiscent of George Orwell's 1984.