There's like 15 TVs in a relatively small bar that is painted with a bunch of orange and blue with custom orange & blue colored booths! Is this the same bar we're talking about? Do you want the floors, walls and ceiling all painted in deep orange? You do realize how awkward that would look, right? Sure he could go all Tullys-mode and cover the walls with SU stuff... but that isn't exactly cheap, its hard to find good decorations that don't appear mass-produced and tacky, and who is looking at the walls during the games anyways!
He also opened the place just before NFL season which is a big chunk of his start-up business so he started off with a bunch of NFL stuff hanging around. Besides, that memorabilia/decor kinda stuff is built up over time, you cant expect a small business to sprout already fully decked out.