That's why this is so "crooked". The NFL signs contracts for everything, down to underwear and socks. Beats obviously found a spot where headphones were not being locked down and paid the players directly. NFL responds by finding a counter sponsor since "headphones on players" is SO valuable now and they DESERVE a share. Players are supposed to honor the NFL contract "on the clock" which gets absurdly stupid in situations like this where Beats was clever enough to find something the NFL hadn't whored out completely first.
What if I told you this Bose deal was primarily about getting the Bose logo on the headsets that coaches and other personnel wear on the sideline? Motorola had that contract for 13 years. Bose was already the official home audio company for the NFL. They simply tacked on to that contract to become the official headset and headphone company for the NFL.
I hope you aren't one of the people who are under the incorrect impression that players have to wear Bose. That's not the case.