FIFA has been forced to grant a rare advertising exemption for the World Cup semi-final between England and Argentina in Atlanta, after conceding that the enormous Mercedes logo on the stadium roof cannot be safely covered without risking structural damage to the 500-ton retractable roof petals.
Weather and Kick-Off Confirmed
Despite forecasts of thunderstorms with a high of 29°C and 79 per cent humidity, the match will kick off as scheduled at 8pm UK time. Stadium officials confirmed: "Since the stadium is covered, the match is not weather-dependent so it will be played as scheduled." The retractable roof will protect players and fans from any torrential rain.
Fan Entry Logistics
While the pitch is secure, authorities have stressed that the start time will not be pushed back to accommodate latecomers. Gates will open three hours early to allow safe entry, but the match will proceed on time regardless of any delays caused by storms outside.
FIFA's Sponsorship Rules and Rare Exemption
Throughout the World Cup, FIFA has enforced strict commercial regulations requiring host stadiums to cover all non-approved logos and corporate branding. The venue for this semi-final is officially called Atlanta Stadium during the tournament. However, FIFA had to break its own rules by granting an exemption for the Mercedes logo on the roof, as covering it would risk severe structural damage to the massive roof petals.
This creates an awkward visual conflict with FIFA's official mobility partners, Hyundai and Kia. Stadium staff had reportedly tried to find a viable solution but the sheer scale of the logos made covering them impossible.
England's 2026 World Cup Kits
England and Nike have launched new home, away and goalkeeper kits for the tournament. Available at Kitbag with free delivery using code DEAL.
