Correct. Something like this happened with Nike and the NBA when it banned the original Air Jordans. This only made Nike a tone of money when they used that in ads.
The Jordan kerfuffle was slightly similar but entirely different. Similar in the fact that the shoes were banned. That's where the similarity ends. The original Jordans were banned for the lack of white in the shoe. It was black and red only. Nike, the brand, was never banned. They paid a few fines, got some good marketing, and eventually made a pair of Jordans that were black, red, and white; thus conforming with NBA rules back then. It's (the rule) not the same now.
This is different. In this instance, Bose is the official headphone maker approved for marketing purposes in the NFL. This only applies to a players on camera time before, during (in the case of an injured, non-dressing player on the sideline), and after the game. This is nothing new and it's common in sports, not just the NFL. On their personal time players can wear whatever they like: Beats, Bose, Grado, Senn or whatever.
Players also can't drink Powerade in an interview. They can't wear Reebok T-Shirt sitting at the podium. They can't... you get the picture. The only way around it is 1. Get fined; and they do escalate. 2. Wear what you want but cover the offending logo. On the field, shoes and gloves are the only exempt items.
The players are used to it and really don't care. It's just business.