The 2026 FIFA World Cup is not only a contest between national teams on the pitch but also a multi-billion-dollar battle for commercial visibility off it. According to a report by Máquina do Esporte, FIFA has begun using drones to monitor and prevent unauthorized brand exposure at World Cup venues across the United States.
The issue stems from the widespread use of naming-rights agreements in American sports. Many host venues carry the names of major corporate sponsors, but FIFA regulations prohibit the display of non-official sponsors at World Cup stadiums during the tournament.
As a result, venues commonly known as AT&T Stadium, Levi’s Stadium, and Mercedes-Benz Stadium are being rebranded with neutral names throughout the competition.
However, FIFA has encountered attempts to preserve brand recognition through indirect means. One of the most notable examples involves Levi’s Stadium, where coverings placed over sponsor signage reportedly still evoke the appearance and identity of the Levi’s brand.
To combat such tactics, FIFA has increased surveillance around host venues, including the use of drones to inspect stadium roofs, facades, and surrounding areas. The goal is to ensure that non-official sponsors do not gain exposure through television broadcasts, aerial footage, or creative branding workarounds.
There is, however, one notable exception. At Mercedes-Benz Stadium, the venue’s retractable roof forms the iconic Mercedes-Benz star when closed. Due to Atlanta’s summer heat and the operational need to use the roof and climate-control systems, FIFA has reportedly accepted the presence of the structure during World Cup matches.
Even so, the organization has required the removal of other visible Mercedes-Benz references from the stadium’s exterior and surrounding areas.
The episode highlights the growing importance of commercial rights protection at major sporting events. While national teams compete for football’s biggest prize, FIFA and its partners are simultaneously engaged in a high-stakes battle over sponsorship visibility and brand exclusivity.