FIFA have had to break their own World Cup rule over a problem that has caused ‘sleepless nights’ ahead of the summer.
The prestigious tournament arrives in the United States, Canada and Mexico in June, with the opening game taking place in less than three months time on Thursday, June 11. Across the three countries, there are 16 stadiums set to host fixtures, with 11 in the USA, three in Mexico and two in Canada.
However, one stadium has faced a genuine issue following FIFA guidelines heading into the World Cup.
In order to protect the competition’s sponsors, FIFA require that venues across North America conceal the branding on their stadiums. That requirement includes skyward-facing logos or lettering on stadium roofs.
But Atlanta’s Mercedes-Benz Stadium has come to the realisation they could not cover or remove the enormous Mercedes star without causing serious damage. The logo is situated on the roof of the arena and is made up of eight interlocking and moveable panels, each weighing 500 tons and stretching 220 feet long.
Adam Fullerton, the stadium’s vice-president of operations, admitted at the start of 2025 that he was confident the stadium would be able to cover all signage and construct a grass pitch in time for the tournament. But he did admit that covering the giant Mercedes logo on the roof would keep him up all night. According to The Athletic, though, FIFA have consented to let the stadium roof remain unchanged after 18 months of negotiations, permitting the Mercedes logo to still be present for the World Cup.
A FIFA spokesperson told The Sun: “In line with its brand protection policy, FIFA protects its brands and the exclusive rights of its sponsors, including clean zones around FIFA World Cup stadiums and other event sites.”
“FIFA is working closely with stadium authorities and host cities to implement these requirements in a manner consistent with previous editions of the tournament, while taking into account the unique infrastructure and operational considerations at each venue,” the organisation added.
“FIFA does not comment on specific arrangements relating to individual stadiums.”
There were no such complications at last summer’s FIFA Club World Cup, because contracts signed by stadium hosts operated under standard rental agreements.
However, for the FIFA World Cup, hosts were required to sign a nearly 100-page contract, with Clause 6.4.ii confirming that no branding is permitted across any section of the stadium, including the roof.
The statement reads: “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.”
This summer’s World Cup is set to be the largest ever, with 48 nations from across the world vying for football’s most prestigious accolade. Argentina are the current holders of the trophy, having triumphed in Qatar three-and-a-half years ago.