Mercedes-Benz Stadium, which FIFA will call Atlanta Stadium during the World Cup, is covering up its logos. Why? Because FIFA is making all of the World Cup stadiums cover up any sponsors not affiliated with the soccer tournament.
According to The Athletic, it doesn’t matter how much a company paid to sponsor the stadium, or how big the logos are, all non-FIFA sponsor logos must not be visible during the World Cup.
So, despite the FIFA World Cup not holding its first match in Atlanta until June 15, the state of Georgia is giving Mercedes-Benz Stadium a makeover.
FIFA says it is requiring the World Cup stadiums to do this to “protect its brands and the exclusive rights of its sponsors.” This includes the gigantic logos on the tops of stadiums that are only visible from airplanes or overhead cameras.
Which stadiums have to cover their sponsor names for the World Cup?
All of which means that Mercedes-Benz Stadium will become Atlanta Stadium, MetLife Stadium will be called New York New Jersey Stadium, Gillette Stadium will be referred to as Boston Stadium, Levi’s Stadium will become San Francisco Bay Area Stadium, and SoFi Stadium will be officially rebranded as Los Angeles Stadium, during the FIFA World Cup.
Also, Hard Rock Stadium will be called Miami Stadium, Lumen Field will become Seattle Stadium, AT&T Stadium will be known as Dallas Stadium, NRG Stadium will be rebranded as Houston Stadium, and Lincoln Financial Field will be referred to as Philadelphia Stadium.
Even GEHA Field at Arrowhead Stadium will be called Kansas City Stadium during the World Cup. Three stadiums in Mexico and the one in Toronto will also have to cover up the logos of the companies that sponsor the stadiums.
Of course, the owners of these stadiums knew this when they signed up to host World Cup matches. It states in clause 6.4.ii of the near-100-page FIFA contract that they have to agree to “the requirement that there shall be no advertising, marketing, promotion, merchandising, licensing, signage or other commercial identification of any kind on any stands, scoreboards, seats, seatbacks, time clocks, staff uniforms, Accreditation passes, fences or elsewhere inside, surrounding, or in the airspace above and around the Stadium other than that which is installed by, or at the direction of, FIFA or which is approved in writing by FIFA.”
There is one exception to FIFA’s rule, however. FIFA isn’t making Mercedes-Benz Stadium cover the huge logo on its roof because, as The Athletic reported, “after roughly 18 months of discussions,” they “couldn’t figure out a way to cover the massive Mercedes-Benz star on its eight-piece retractable roof without risking significant damage.”
