From Taping 60,000 Seats to Changing Stadium Exteriors... FIFA's "Logo Obsession"

FIFA Begins Erasing All but Official Sponsors
Reverse Marketing Tactics Draw Public Attention

The "brand erasure" policy implemented at the 2026 FIFA World Cup in North and Central America has become a hot topic.

Normal view of Lumen Stadium in Seattle, USA (right) and view with name obscured due to FIFA policy (left). Getty Images

According to Yonhap News Agency on June 27, Lincoln Financial Field in the United States, which will serve as a venue for the 2026 North and Central America World Cup, has been renamed "Philadelphia Stadium," and the portrait of former U.S. President Abraham Lincoln that was displayed on the stadium's main façade has been covered with a large banner featuring the FIFA logo. This is because FIFA, through its so-called "Clean Stadium" policy, mandates the complete removal of all non-sponsor brand names and logos both inside and outside the stadium, in order to guarantee exclusive exposure rights for official sponsors.

As a result, Gillette Stadium in Massachusetts had to display signage reading "Boston Stadium," even though it is located approximately 48 kilometers from Boston, and staff had to painstakingly cover each of the brand marks attached to the 65,000 seats with tape by hand. In addition, all 16 tournament venues are being referred to by neutral, region-based names instead of their original corporate names.

Furthermore, not only have the exterior title sponsor and stadium sponsor logos been removed, but all traces of corporate branding inside the stadium—including in every room, hallway, and both temporary and permanent parking facilities—have been erased. Stadiums have either covered up large signs bearing their previous names or, in some cases, completely dismantled such structures. At Guadalajara Stadium, the signage of its former sponsor, the energy company Akron, was removed and replaced with a new sign in white and pink, reading "Estadio Guadalajara." There was reportedly no support from FIFA for these efforts. A club official told Yonhap News Agency, "It was far from easy to prepare for the tournament, as we had to cover every single corridor sign to comply with FIFA regulations."

In the case of Guadalajara Stadium, security personnel were instructed to remove all brand labels from water bottles carried by spectators upon entry. Only products from official tournament sponsors, such as Coca-Cola and the bottled water brand Ciel, were allowed to display their branding. The hot dog ketchup and mustard provided at concession stands were no exception; all brand logos were thoroughly concealed.

Mercedes-Benz Stadium in Atlanta. Photo by Getty Images

However, according to the sports media outlet The Athletic, an exception was made for Mercedes-Benz Stadium in Atlanta, as covering the logos without damaging the stadium facilities was deemed extremely difficult. Additionally, at the 80,000-seat MetLife Stadium in New York/New Jersey, efforts to remove the MetLife logos from the cup holders met resistance from labor unions, who argued that the cost would be excessive and that there are no insurance companies among the list of FIFA sponsors.

The clothing brand Levi's attracted attention by covering the stadium exterior signage with white fabric, clearly revealing its distinctive batwing-shaped logo silhouette. Getty Images

Such stringent FIFA controls have also inspired brands to engage in "reverse marketing." The clothing brand Levi's covered the stadium's exterior signage with white fabric, but the distinctive batwing-shaped logo silhouette remained clearly visible, attracting even greater attention. The food brand Heinz shared photos of its ketchup with the label tightly covered by black tape on social media and even released a special edition, carrying out clever marketing efforts.

The food brand Heinz conducted clever marketing by posting photos of tomato ketchup with the label obscured, utilizing the policy of the International Federation of Association Football (FIFA). Screenshot from Heinz's official social media platform

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