Superbowl. Why are all those people so close to the sideline?

I am Australian and it is the first time I have watched the game. I don't really know any of the rules but it is fun to watch anyway. One thing I have noticed though is that the sideline around the field is packed with so many photographers, offiicials etc. Doesn't this put the players off? And are they (the photographers) not scared of injury? I just saw one poor player run straight into all the people on the sideline and they scrambled to get out of the way. And what happens if one of the players does get hit in the eye by a tripod stand? If I was the sponsor paying top dollar for that player I would be outraged.