Wearing the wrong headphones will cost players $10,000. That's clearly not enough to deter them, and it's a goddamned bargain for this sort of advertising.
The NFL's deal with Bose is, like many of its other corporate sponsorships, an exclusive one. That means no competing products anywhere they might end up on TV. This leads to coaches and quarterbacks getting confused by their Microsoft Surface tablets, even as oblivious announcers refer to them as "iPads." It also leads to Colin Kaepernick (and almost certainly Richard Sherman) getting slapped with $10,000 fines for wearing the wrong brand of headphones last week.