2026 World Cup: Gillette and Levi’s turn FIFA stadium naming ban into marketing opportunity

Denim brand Levi's and personal care products manufacturer Gillette, holders of the naming rights to Levi’s Stadium in Santa Clara (California) and Gillette Stadium in Boston (Massachusetts) respectively, two stadiums hosting matches of the 2026 World Cup, are circumventing FIFA’s ban on displaying commercial stadium names that are not linked to official tournament sponsors.

Levi’s, naming partner of the San Francisco Bay Area Stadium (the name used by FIFA for the venue during the 2026 World Cup), has covered its exterior logo with a precisely fitted tarp matching the shape of the signage, allowing the brand to remain visually identifiable. The American company has also posted several videos on TikTok poking fun at this effort to comply with FIFA branding regulations. The Santa Clara stadium is set to host six matches during the tournament, including a Round of 16 fixture scheduled for 2 July.

Gillette, title sponsor of the Boston Stadium (host of seven matches, including a quarterfinal scheduled for 9 July), has covered its logo with a mock layer of shaving foam, referencing the…