I own the 70-200 f/4 IS. I've used the 70-300L, and if I were to do it again, I'd go with the 70-300L for the extra reach.
When I shot crop, the 70-200 was good, now with FF, I find it a little short. I don't often shoot sports, normally animals with that lens, so the aperture wouldn't matter for me.
One thing to consider though, is the fact that the 70-200 f/4 IS will AF at f/8 on your 5D3 with a 2x tele, whereas the 70-300L may not as the aperture would be too high on the long end. I'm not aware of anyone testing this though.
When I shot crop, the 70-200 was good, now with FF, I find it a little short. I don't often shoot sports, normally animals with that lens, so the aperture wouldn't matter for me.
One thing to consider though, is the fact that the 70-200 f/4 IS will AF at f/8 on your 5D3 with a 2x tele, whereas the 70-300L may not as the aperture would be too high on the long end. I'm not aware of anyone testing this though.
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