Levi’s has turned an unusual World Cup branding restriction into a social media talking point after being asked to cover its iconic logo at Levi’s Stadium during the FIFA World Cup.
According to reports circulating on social media, FIFA required the company to conceal its branding at the California venue because Levi’s is not an official sponsor of the tournament.
In response, the company covered its well-known “batwing” logo with a large white cloth at the stadium. The covered-up version of the logo has since been adopted as Levi’s Instagram profile picture, drawing widespread attention online.
The move has been widely viewed as a creative response to FIFA’s sponsorship and branding regulations, with social media users praising the company’s sense of humour.
Levi’s Stadium, home of the NFL’s San Francisco 49ers, is among the venues hosting matches during the FIFA World Cup 2026. (Newswire)
