Stadium managers face daunting ‘debranding’ task before 2026 World Cup

By the time the 2026 World Cup takes place next June, facility managers will have removed or covered thousands of branding elements in more than a dozen stadiums across North America.

Soccer’s international governing body, the Fédération Internationale de Football Association, or FIFA, prohibits corporate branding at host stadiums for the five-week-long tournament. That means anything with a commercial name on it –— stands, scoreboards, seats, clocks, staff uniforms and fences, among other things — must be redone before the first ball is kicked.

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