Yes, it could be a mass-delusion drive ad-spend, but I think you're vastly underestimating how much these logos actually go in to "brand recognition".

Next time you walk into your local electronics retailer and look at TVs, you might see a Samsung, LG, HiSense.

Chances are, if not for massive amounts spent on advertising sports, you'd overlook some of these brands in favour of the ones you recognise.

It won't be a conscious, "I saw this during the north London derby so I'll buy it", but subconscious name recognition will have a huge impact on willingness to buy.