Levi’s Stadium in Santa Clara, California, has covered its giant logo with a white tarp to comply with FIFA’s World Cup rules. The stadium, home of the San Francisco 49ers, is hosting six World Cup matches and has been temporarily renamed "San Francisco Bay Area Stadium" for the tournament.

FIFA’s Branding Rules

FIFA maintains that stadiums need to remove all pre-existing branding to "protect its brands and the exclusive rights of its sponsors." However, there is an exception for Mercedes-Benz Stadium, which was allowed to keep its logo on its retractable roof due to complications that would arise from covering it up.

Levi’s has taken the situation as a marketing opportunity, changing its profile picture on social media to mimic the concealed logo at the stadium. The company posted on Instagram, "Welcoming the world to the beautiful stadium!" with a popular TikTok audio overlay.

Original reporting: NBC4 Los Angeles — read the source article.