That stated, it is these churches, not as much the NFL, who shouldn't be showing the Superbowl in lieu of a sermon (which seems to be what is being planned).
Where do you get that this church was going to cancel their regular service (with a sermon) and instead show the SuperBowl?
I'm likely as against "seeker sensitive" churches as you (I don't know whether this church is seeker sensitive or not), but you seem to be assuming the worst in this case.
Oh get real. One way of honoring God is fellowship. It's perfectly ok for a church to get together, be it a picnic, or watching the Super Bowl. Many ways to honor/worship God, it doesn't have to be a sermon.