FIFA implemented a strict "Venue Dressing Programme" for the 2026 World Cup, requiring host stadiums to remove or cover all branding from companies not officially sponsoring the tournament. This policy aimed to protect the exclusivity of official sponsors, who contribute an estimated $1.8 billion in marketing revenue for the 2026 World Cup. The program was overseen by agencies like Look Company and The Team Live (formerly Wasserman), with local companies sometimes contracted for the cover-up work. Stadiums were also renamed geographically, such as "San Francisco Bay Area Stadium" instead of Levi's Stadium, and "Dallas Stadium" instead of AT&T Stadium.

However, this effort to hide non-sponsor brands often backfired, creating unexpected viral marketing opportunities. Levi's, whose stadium signage was covered with a white bag, embraced the situation by changing its Instagram profile picture to the same bag, garnering widespread social media attention and millions of views on TikTok. Similarly, Heinz used taped-up ketchup bottles as a marketing stunt, and Beats received significant publicity when Germany's Jamal Musiala was photographed with tape covering the Beats logo on his headphones, teasing an unreleased product. These brands effectively turned FIFA's enforcement into content, generating substantial conversation without paying official sponsorship fees.

Some cover-up efforts were more successful than others; MetLife Stadium and Mercedes-Benz Stadium (hosting the final and a semifinal, respectively) had cleaner executions. Mercedes-Benz Stadium's large roof emblem remained uncovered due to the logistical difficulty of removing or covering the 500-tonne panels. In contrast, Levi's Stadium's large sign was covered but its distinctive shape remained recognizable, and SoFi Stadium's covered signs were nearly translucent. In Boston, thousands of small Gillette logos on seats were individually taped over, and even condiment labels in Levi's Stadium's press box were obscured. This phenomenon illustrates the "Streisand Effect," where attempts to suppress information inadvertently draw more attention to it, ultimately benefiting the non-sponsor brands in this context.