FIFA has been forced to break its own strict branding rules for the 2026 World Cup, granting an exemption for the Mercedes-Benz Stadium in Atlanta to keep its iconic roof logo. The venue, which will host a semi-final between England and Argentina, has been officially renamed the Atlanta Stadium for the tournament, but the large Mercedes star on the roof remains uncovered.
FIFA's guidelines require stadiums to remove or cover all non-sponsor advertising, including logos on roofs and facades, to protect official partners such as Hyundai and Kia. However, covering the Mercedes emblem on the retractable roof proved impractical due to its size and structure. The roof consists of eight petals, each weighing 500 tons and stretching 220 feet long.
Adam Fullerton, vice president of operations at Mercedes-Benz Stadium, told local media that he had been 'up all night' trying to find a solution in early 2025. 'It's not just on the roof,' he said. 'It's on all the facades of the stadium, too. And they're not small.' The exemption allows the logo to stay, and the roof has remained closed throughout the tournament, with air conditioning keeping the interior cool amid soaring temperatures.
The decision marks a rare exception to FIFA's commercial regulations, which typically mandate no advertising or branding inside, surrounding, or in the airspace above the stadium without FIFA's written approval. The Mercedes-Benz Stadium, home to the NFL's Atlanta Falcons and MLS's Atlanta United, will host a highly anticipated semi-final match between England and Argentina.
