The World Cup is about to kick off and everything is almost ready for the biggest soccer festival, however, the NFL stadiums that will host the tournament face a technical and commercial challenge: to eliminate any trace of advertising to comply with the strict rules of FIFA. The organization has a clear policy for its tournaments: no stadium can display trademarks other than official sponsors. This means removing names, logos and any kind of visible advertising.
The FIFA rule that prohibits all advertising in stadiums for the World Cup
With this strict rule, FIFA protects the exclusive rights of its global sponsors, who invest millions for visibility during the World Cup.
It seems simple, but in practice it is not, as it is not just a matter of removing a canvas, but a real challenge for several venues in the United States. One of the biggest obstacles is not in the stands or on the field, but at the top: the roofs of the stadiums.
Some NFL structures have giant logos integrated into their architecture, visible from aerial shots, drones or even television broadcasts.
An emblematic case in Atlanta
The Mercedes-Benz Stadium has become the clearest example of the problem. Its iconic retractable roof includes an oversized star associated with the sponsor’s brand.
Modifying or covering this design would involve structural risks, so traditional solutions are not feasible.
FIFA gives in to the inevitable
After months of negotiations, FIFA made an unusual decision: to make an exception.
Atlanta’s stadium will be able to keep that element visible, making it a unique case among the 2026 World Cup venues. This concession reflects the complexity of adapting modern venues designed under commercial logics that are very different from those of international soccer.
Why were the stadium names changed for the World Cup?
Another important adjustment will be the removal of trade names in the stadiums during the tournament.
New temporary identities
- The Mercedes-Benz Stadium will be renamed “Atlanta Stadium”
- Estadio Banorte to be renamed “Estadio Ciudad de Mexico”
This change will apply to all 16 tournament venues, seeking a neutral image in line with FIFA guidelines.
Modern stadiums are designed to maximise revenue through visible sponsorship, while tournaments such as the World Cup seek to take full control of the commercial environment.
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