FIFA reforms stadium names for World Cup: Advertising lessons

FIFA decides to change the commercial names of stadiums for the World Cup, such as Levi’s Stadium being renamed San Francisco Bay Area Stadium. The creative solution of covering brands sparks interest on social media.

Stadium Name Changes by FIFA

The collaboration between stadiums and brands for commercial names is increasingly common in the world of sports. In Spain, examples like Spotify Camp Nou or Riyadh Air Metropolitano are common, although FIFA and UEFA usually veto them in official competitions.

Transformation for the World Cup

FIFA has decided to rename several stadiums for the upcoming World Cup. Examples like Levi’s Stadium, now San Francisco Bay Area Stadium, or the Mercedes-Benz Stadium, renamed Atlanta Stadium, are some of the most prominent changes. Even the MetLife Stadium is now New York New Jersey Stadium.

Levi’s Stadium has covered its commercial name with a tarp, keeping its symbol visible, a strategy that has generated a great impact on social media. Other stadiums like AT&T Stadium, SoFi Stadium, Hard Rock Stadium, or Gillette Stadium must also change their names, following FIFA's guidelines.

Advertising Lessons

The Levi’s Stadium case stands out as a masterful advertising lesson. By covering its name with a white tarp that maintains the shape of the brand logo, it achieves free advertising without violating the regulations established by FIFA. A similar situation occurs with the Mercedes Benz Stadium, now Atlanta Stadium, whose retractable roof with the brand logo cannot be altered without compromising the building's integrity.

This news is an automatic translation. You can read the original news, FIFA reforma nombres de estadios para Mundial: Lecciones de publicidad