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while I agree it's a stupid idea, I'm pretty sure they confrence champion (SB loser) always gets a ring and their team usually puts up a banner.
I know a few teams in sports only put up championship banners (Celtics and Lakers are the first two that come to mind).
I can see Kraft wanting to do it to congratulate them on 16-0 (which they're the only team ever to go 16-0 in the regular season and only the 2nd to have an undefeated regular season)
From Belicheck I see it as more of a "here, look at this ever single week and use that as motivation".
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