All Existing Sponsor Traces Perfectly Removed From Stadiums... Even the Portrait of a Former US President
US San Francisco Levi's Stadium with Sponsor Name Covered
[Reuters=Yonhap News]
(Sapopan [Mexico, Jalisco]=Yonhap News) Om Yeong-eon = The Lincoln Financial Field in Philadelphia, USA, which will be used as a stadium for the 2026 North and Central America World Cup, has changed its name to 'Philadelphia Stadium' and covered the portrait of Abraham Lincoln, the former US president, on the front of the stadium with a large banner featuring the FIFA logo.
Gillette Stadium in Massachusetts, USA, located about 48 km from Boston, had to put up a sign that read "Boston Stadium" even though it is not located in Boston, and they had to painstakingly cover all 65,000 seats with brand marks using tape.
FIFA's near-obsessive 'brand erasure' has become a hot topic throughout the 2026 North and Central America World Cup.
FIFA's so-called 'Clean Stadium' policy aims to guarantee exclusive branding rights for official sponsors. This policy requires the removal of all non-sponsor brand names and logos from inside and outside the stadium.
As a result, all 16 stadiums in this tournament are being called by neutral names based on their location instead of their original corporate names.
Seattle Stadium with Sponsor Name Covered
[AFP=Yonhap News]
It's not just about changing the name. The exterior of the stadium, as well as all rooms and corridors inside, including temporary and permanent parking facilities, must have all traces of previous title sponsors and venue sponsors physically removed.
The on-site implementation of FIFA's policy was stricter than imagined.
In the case of Estadio Guadalajara, where the Taegeuk Warriors set up their base camp, security personnel started checking for brand labels on water bottles carried by spectators as soon as they entered the stadium.
The intention is that no products with brands other than official tournament sponsors Coca-Cola and Ciel can be brought in.
Estadio Guadalajara with Sponsor Akron Covered
[Photo by Om Yeong-eon]
Even the ketchup and mustard dispensers in the concession stands had all brand logos meticulously covered.
All seat guide signs along the corridors also had white stickers covering the 'Estadio' (Stadium) to hide Akron.
The stadium exteriors were also extensively renovated. The stadiums either covered large signs with existing names or removed the structures altogether.
In particular, Estadio Guadalajara removed the sign of its previous sponsor, the energy company 'Akron,' and installed a new white and pink sign that read 'Estadio Guadalajara.'
This work was carried out by CD Guadalajara, the team that uses the stadium as its home ground, using its own budget without FIFA support.
New Sign Installed at Estadio Guadalajara
[AFP=Yonhap News]
A club official told Yonhap News, "It was important for fans to find the stadium and fully experience the World Cup atmosphere." He added, "We had to cover every single corridor sign according to FIFA regulations, so the preparation process for the tournament was not easy at all."
However, FIFA's strict control has ironically been used as a 'reverse marketing' tool by unofficial brands.
Clothing brand Levi's covered the stadium exterior sign with white cloth, but the silhouette of its unique batwing logo stood out clearly, attracting even more attention. Food brand Heinz shared photos of its ketchup bottles with black tape covering the logo on social media and even launched a special edition, cleverly turning the regulations to their advantage.
Heinz Tomato Ketchup with Covered Logo
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