Fifa quietly scrubbed logos off World Cup stadiums – so one brand turned the cover-up into a marketing campaign
There is a physical perimeter around every stadium at this World Cup and once you pass through, there are rules. Welcome to Fifa-Land. No large banners. No political imagery of any kind. No offensive symbols. No commercial material. No inflatables. No musical instruments taller than 12cm. No binoculars. No significant quantities of paper, which is left open to interpretation. No frisbees. No detonators, which is reassuring.
Inside, organisers have gone to extraordinary lengths to cleanse stadiums of all unofficial branding in order to meet Fifa’s “clean-site” policy, a kind of sanitised insanity that feels entirely in-keeping with the general ethos of football’s global governing body.
AdvertisementAdvertisementFifa contracts with World Cup venues forbid “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.”
From New Jersey’s MetLife Stadium to LA’s SoFi Stadium and everywhere in between, World Cup venues have been scrubbed clean. That includes their names, which have taken on a geographical format during the tournament. Lincoln Financial Field has been renamed the Philadelphia Stadium, a move that has been reflected on Google Maps. Every trace of the words “Lincoln Financial Field” has been painstakingly covered up with tape or tarp.
The AT&T Stadium has been renamed Dallas Stadium despite being in Arlington, and the Levi's Stadium in Santa Clara has been renamed the clunky and vague-sounding San Francisco Bay Area Stadium. Most egregious is Mexico’s Estadio Azteca, perhaps the most storied place in World Cup history, a coliseum where Pele’s Brazil and Diego Maradona’s Argentina won the World Cup. It has been renamed the Mexico City Stadium to fit Fifa conventions.
AdvertisementAdvertisementIn Boston, the tiny “Gillette” branding on every single seat inside the 65,878-capacity stadium has been taped over. In San Francisco, even the brand names of condiments have been redacted, as if they contain government secrets. The crackdown on brands extends to the players. Germany’s Jamal Musiala was seen wearing headphones before kick-off in their opening match in Houston with the manufacturer’s name covered over.
It is part of what Fifa calls its “Venue Dressing Programme”, for which it has hired agencies The Look Company and Wasserman Live to consult on how best to present the venues. It is big business. Brands like Metlife pay as much as £15m per year to sponsor a stadium. But Fifa’s dedication to protecting sponsors’ exclusivity is why it will earn an estimated $1.8bn in marketing revenue for 2026.
Some of Fifa’s unofficial brands have turned erasure into opportunity. Levi’s produced a viral marketing campaign in which the company covered up its own logo on social media, and joked on the fact that the giant Levi’s sign on the stadium’s outer wall is still clearly recognisable under a white sheet because of its distinctive shape.
Mercedes-Benz was able to get away with retaining its giant symbol on the roof of the stadium named after the company in Atlanta, because it was too challenging to safely remove or cover. The eight distinct panels each weigh 500 tonnes.
Lumen was not so lucky, and the huge letters which span 300ft on top of the Lumen Stadium, which window-seat passengers flying into Seattle can see on their approach to land, have been covered up. Even so, the company had some fun on social media, showing employees rushing round the stadium trying to hide the name.
The purpose of debranding the venues is to leave space for Fifa’s harem of exclusive sponsors. Why Fifa needs an official dairy sponsor (Mengniu) or an official automotive services supporter (Valvoline) is unclear. But they are paying big money and do not want rival names benefitting from the World Cup’s commercial pull.
Powerade, which is owned by The Coca-Cola Company, is the official sports drink of the Fifa World Cup, and the company has taken ownership of the hydration breaks both in stadiums and on US channel Fox Sports. The controversy around the breaks – which are now routinely booed by football fans at each and every game – is only increasing Powerade’s exposure.
Perhaps the cleverest ploy among Fifa’s partners is the Australian deodorant brand Rexona, known as Sure in the UK and Degree in the US and Canada. Rexona’s name can be seen emblazoned on the fourth officials’ boards when they indicate substitutions or added minutes at the end of each half. The logo can also be spotted under their armpits, so every time an official lifts the digital board over their head, Rexona is displayed on their body too. The company clearly has faith that the Adidas jerseys worn by match officials won’t show perspiration.
Badenoch blasts 'moaning' female Labour MPs over Burnham jobs 'quota'
Kemi Badenoch has told Labour women to earn a job in Andy Burnham's Cabinet instead of demanding they are handed jobs because of their gender.
The Tory leader lashed out today amid reports that female MPs are demanding the de-facto new prime minister introduce a 50:50 gender split 'quota' in his government.
Amid reports that former foreign secretary David Miliband is being lined up to return to the role, possibly with his brother Ed as Chancellor, one female minister also complained that Burnham could not have 'more Milibands than women' in the top posts.
But in a scathing article in the Times today Mrs Badenoch told them to 'stop moaning' and get chosen on merit instead of retreating into 'more of the failed identity politics that is holding back our country'.
'There are many, many reasons why you shouldn't have any Milibands in the cabinet,' she said.
'But complaining that the boys haven't given them the right jobs or that the boys are taking all the jobs, just shows that Labour's women still don't get it.'
The idea of quotas was also attacked by Baroness Jacqui Smith, Labour's Skills Minister.
Asked by Times Radio if Mr Burnham should reserve jobs for women, she said: 'No, I think what Andy Burnham should be doing is building the very best team around him to change this country.'
A letter written by the Women's Parliamentary Labour Party has called on Mr Burnham to ensure a 50:50 split between men and women in government jobs
Amid reports that former foreign secretary David Miliband (above, right, in 2010) is being lined up to return to the role, possibly with his brother Ed as Chancellor, one female minister complained that Burnham could not have 'more Milibands than women' in the top posts
But Mrs Badenoch told them to pipe down and get chosen on merit instead of retreating into 'more of the failed identity politics that is holding back our country'
A letter written by the Women's Parliamentary Labour Party and seen by the BBC has called on Mr Burnham to ensure a 50:50 split between men and women in government jobs after he succeeds Sir Keir Starmer.
'We are asking you to demonstrate this change from day one and address the toxicity and misogyny within our own party and government,' it said.
Labour has never had a female leader, while the Conservatives have had three, and Mrs Badenoch urged the government to follow its meritocratic example.
'If you run a meritocracy, then you do not have to worry about jobs for the boys,' she wrote.
'Every woman who is a Conservative MP, every woman who has ever won the leadership, has had to fight to get where she is.
'By contrast, Labour women are demanding guarantees from Burnham. But the truth is he doesn't have to give any guarantees.
'If none of Labour's women are prepared to get their hands dirty and challenge him for the leadership, their demands are toothless.'
'In fact, it's quite revealing that the women's parliamentary Labour Party has written to Burnham asking him to commit himself to at least 50 per cent female ministers.
'This has nothing to do with meritocracy. It is yet more of the failed identity politics that is holding back our country.'
Venezuela Fury and Noah Price subsidising their life by livestreaming
Venezuela Fury and her husband Noah Price look to be making their own way in the world by raking it in from their lucrative social media accounts.
The influencer daughter of Tyson and Paris Fury, 16, has become an internet sensation after tying the knot with her husband Noah, 19, earlier this year.
Since getting married and moving in together the couple have been earning thousands of pounds a month, livestreaming their life as newlyweds in their static caravan in the East Riding of Yorkshire.
And fans can't get enough of their regular life updates on TikTok and Kick, which have proved to be very profitable for the pair.
They look to be supporting themselves after Noah denied that he was given £5million by Venezuela's family as a wedding gift.
Despite his wife's huge family wealth, an estimated combined £160 million, Noah recently told his Kick followers that he 'pays for everything' for the couple.
Making light of the claims about Venezuela's millionaire financial status, Noah said: 'I actually pay for everything unfortunately. You'd expect the millionaire to pay for it wouldn't you.'
Venezuela Fury and Noah Price are earning thousands livestreaming their caravan life - after her new groom insisted he pays all the bills and denied he had £5m handout from her dad
The influencer daughter of Tyson and Paris Fury , 16, has become an internet sensation after tying the knot with her husband Noah, 19, earlier this year
Venezuela then asked their fans: 'Do you think I am a millionaire?'
Noah joked: 'She isn't a secret millionaire guys', before she broke into song and sang: 'But I live like a millionaire!'
But it seems according to estimated calculations from their social media work, Noah and Venezuela can more than afford to support themselves.
Noah has been livestreaming on platforms such as Kick and TikTok, where viewers can send paid gifts or donations.
He was previously encouraging viewers to send gifts on his honeymoon during livestreams, suggesting this is one revenue stream.
Both Noah and Venezuela have built substantial followings on Instagram and TikTok. They can potentially earn money through sponsored posts, brand collaborations, affiliate links and creator payouts.
Kick allows its creators to take home 95 per cent of the £4.99 subscription cost that fans pay.
Streamers keep 100 per cent of direct tips and donations, minus minor standard payment processing fees.
It is unclear how many subscribers Noah currently has because this information is hidden, but he does have 7,200 followers which is publicly viewable.
An industry insider has suggested Noah is making around £400 per video on TikTok, while Venezuela is likely to make £2,000 due to her following count of 1.3 million.
An industry insider has suggested Noah is making around £400 per video on TikTok, while Venezuela is likely to make £2,000 due to her following count of 1.3 million
In one video on their honeymoon, Noah asked his followers if they'd give them some more gifts now that they were married.
In a TikTok live viewed by 20,000 he said: 'Keep liking our videos people, keep sending gifts.'
After saying thank you to several of his followers he joked they should stick around on the livestream and 'watch Venezuela punch me in the mouth'.
The other half of the honeymooning couple said: 'I am, honestly!'
Noah previously confirmed that the pair don't share their finances after they were asked whether they have a shared bank account.
'She earns her money, I earn mine,' said Noah, as Venezuela joked: 'Yeah, what you gonna do about it.'
Noah went on to debunk the rumour that Tyson gave him £5million when he tied the knot with his daughter as he insisted: 'No Tyson did not give me £5million'.
Meanwhile Venezuela is being eyed up by executives for a fly on the wall TV series.
Noah went on to debunk the rumour that Tyson gave him £5million when he tied the knot with his daughter as he insisted: 'No Tyson did not give me £5million'
Boasting 1.3 million TikTok followers, Venezuela is already entertaining fans with her honest musings and candid moments, from cooking to kitting out her and Noah's static caravan home.
And following the success of the Netflix series At Home With The Furys, it is no wonder bosses are wanting to draw on the Fury popularity.
A TV insider said: 'The couple are not A-list celebrities but everyone has become obsessed with their love story.
'People are genuinely intrigued by them. Whether it’s the fact they have married so young, Venezuela’s famous family or their gypsy lifestyle, they have the ‘X factor'.
'Several TV executives think a proper fly-on-the-wall series following their lives as newlyweds in the gypsy community would be fascinating,' they told The Sun.
It is thought Netflix would be likely to produce the series due to their already established relationship with the Furys.
Venezuela's representatives told The Daily Mail: 'We have many offers on the table regarding Venezuela which we are discussing.'
