Sport Arenas

I noticed while watching sports on television especially hockey and basketball that sponsorships are all over the place.  In hockey, the wall around the rink is plastered with corporate sponsorships.  I don't think I have ever seen so much advertising in one spot.  In basketball, they have come up with tv holograhics on the baseline for advertising.  Even though, this is very creative by marketing reps. it continues to get annoying.  How far will a company go to get their name noticed?  Furthermore, with all this companies competing in the same area, how effective can they be going forward?