One of the more fascinating business stories of the FIFA World Cup isn't happening on the pitch — it's happening on stadium walls and rooftops 👀 To comply with FIFA sponsorship rules, host venues have been required to cover branding from sponsors that aren't affiliated with the tournament. From stadium naming rights signage and rooftop logos to training facilities and in-seat branding, venues across the U.S. have undergone extensive transformations to create commercially clean environments.