I think I read somewhere that August Busch wanted to name Busch Stadium "Budweiser Stadium" but the commissioner wouldn't let him.
It's true that owners have never been above making a buck, it's in their DNA as millionaires and now billionaires. It's telling, though, that NFL is the one holdout among sports leagues in keeping ads off the uniforms (not counting the Nike swoosh). NFL owners are greedy, but there is that "Protect the Shield" culture that kicks in and makes them understand that jersey ads make the league look cheap and struggling financially. Not having the ads projects success for the brand of the league.