This only carries for simple stuff like clothing, furniture, dishware and other branded crap. Anything with a visible tie to the team (prominent logo), not too gaudy, and some basic functionality understandable by the average idiot is a guaranteed sale.
Most people won't buy anything as complicated as a Surface just because they see the NFL players using them. There's no SIMPLE need that the Surface satisfies, and the then it's also rather expensive, and thanks to poor naming and late to market, it's lost in a sea of tablets/convertibles. There's also no actual NFL branding on the device, just product placement; so as soon as they see it, most people just automatically think it's an iPad anyway.
Anything complex to use is best not sold directly to the NFL audience. I mean, nobody went out to buy Motorola radio headsets (or even their cell phones) just because they saw them them every week for 13 years on the NFL sidelines, but they sure as hell buy the team-branded warmups that everyone is wearing. Electronics sponsorship for the NFL is more about letting everyone know your company still exists, not about pushing specific products - much like putting your name on a stadium.