Fifa quietly scrubbed logos off World Cup stadiums – so one brand turned the cover-up into a marketing campaign (opens original article in a new tab)

Fifa removed all unofficial branding from World Cup stadiums as part of its 'clean-site' policy, creating opportunities for some brands to use the cover-up as marketing, while generating significant revenue through exclusive sponsorships.

• Fifa removed all unofficial branding from World Cup stadiums as part of its 'clean-site' policy
• Some brands like Levi's turned the removal into a marketing campaign
• Fifa's Venue Dressing Programme involves hiring agencies to manage stadium branding
• Fifa earns $1.8bn in marketing revenue for 2026 through exclusive sponsorships
• Powerade's hydration breaks are booed by fans but increase its exposure
• Rexona is the official armpit sponsor with logos on officials' boards and uniforms