This is the case around the world, but that's the nature of American sport- soccer, rugby, etc, have non-stop action, not breaks every few moments where somebody tries to sell you some beer or a truck. Therefore, all during the broadcast the logos on the uniforms appear constantly. When I first started working overseas, it peeved me off, but I soon caught on.
For example- NFL game: 3:10 minutes of action: 11 MLB: with the new rules, 2:36 action: 18 minutes
Soccer + rugby pretty similar: 1:55, action: 57 minutes
Heck, even my local rugby club gear (even the pre-game warm-up kit!) is covered in sponsor logos, and we're never on TV! I don't even know what most of these businesses are, except for the one on the back of the shorts: "Taboo"- a Filipino music and dance club in the heart of steamy Wan Chai! ππ€£π