I can sort of understand why the NFL might apply such pressure in order to provide official sponsors some level of assurance that the event won’t be besieged by ambush marketers.
I have a friend who lives across from a monstrous camp site. The site organized a massive show a few years ago and she got the idea to set up a small venue at her place to take advantage of the comers. Word went out to the comers that their vendors paid good $$ to set up, which supported the whole shebang, and those vendors deserved their support back in kind.
Lesson learned.
This reached the level of idiocy some years ago when the NCAA Final Four was held at the Meadowlands Sports Complex in northern New Jersey. American Airlines had some kind of sponsorship deal with the NCAA, and yet the Final Four was going to be held at Continental Airlines Arena in the complex. So the NCAA and their network affiliate had some kind of arrangement where the arena would only be called "the Meadowlands Arena" during the TV broadcasts.
Just goes to show you how money ruins sports in so many ways.