I don't know, this doesn't sound so bad to me. Yeah it's materialist and exploitative by the funeral home, but you can't turn your nose at them for offering it. If the person wants to be remembered as an fan of such and such sports team then let them have it.
Since my family recently went through this hoopla of what to kind of coffin to bury a person in, I've thought that getting buried in a pine box or the best triple wide mahogany coffin money can by is all about the living and not the dead. If the dead person decides that they want to be honored in that way then that's them.
How is getting buried in brand name coffin any different from a recyclable cardboard coffin (excluding one being biodegradable along with its contents)? Both are advertising your value system: "I'm a devoted sports fan, even in death" or "I'm devoted to being environmentally conscious even in death."
ETA: I just found this ABC News: Cardboard Coffins: The Eco-Friendly Funeral