KUALA LUMPUR, June 16 — Fifa’s obsession with “clean stadiums” has turned this World Cup into a branding hide and seek game, with organisers scrambling to cover up logos and sponsors in ways that are sometimes more comical than convincing.

According to The Athletic, the 39 day tournament requires host stadiums to remove or conceal all non Fifa sponsor logos, a process that has led to curious sights for fans and media alike.

At the Levi’s Stadium in California, where the venue has been temporarily rebranded as “San Francisco Bay Area Stadium”, fans noticed the iconic Levi’s logo covered only by a sheet, prompting the jeans maker to poke fun online with a viral TikTok clip.

Similar measures have appeared elsewhere. 

In Boston, Gillette Stadium’s credit card machines were replaced, while in Philadelphia blue tape covered parts of signage at Lincoln Financial Field. At MetLife Stadium in New Jersey, site of the July 19 final, organisers masked most references but the venue’s name remained faintly visible behind boards, and cupholders still bore the logo.

Inside venues, the rules extend to the smallest details, The Athletic reported. At Levi’s Stadium’s press box, apparently, condiment bottles had their labels taped over.

Despite the challenges, it would seem that organisers have largely managed to comply, ensuring that non Fifa branding is rarely visible.