Brands forced to cover their logos at FIFA World Cup venues are using the restrictions as a marketing opportunity, the Wall Street Journal reported on Saturday.

Levi's, whose name was removed from Levi's Stadium in Santa Clara, California, embraced the temporary cover-up after FIFA required host venues to eliminate non-sponsor branding.

The company changed its social media logo to resemble the stadium's covered sign and posted, "Welcoming the world to the beautiful [redacted] stadium!"

Other companies soon joined in.

Heinz Canada replaced its profile picture with a taped-over version of its logo and promoted what it called the "Unofficial Stadium Ketchup," writing, "No matter where you watch the game, we're bringing fans the 'official' game experience."

Gillette also leaned into the restrictions, posting an image of its covered stadium logo with the caption, "At least we got to choose how we cover it."

Lumen Technologies released parody videos about removing its branding from Seattle's Lumen Field.

"We knew this would happen," Chief Strategy and Marketing Officer Ryan Asdourian told the Journal. "We saw it not as a negative thing but as an opportunity to have a little bit of fun with it."

FIFA requires World Cup host stadiums to remove or conceal non-sponsor branding to protect the value of its official commercial partnerships, which are expected to generate about $1.8 billion in marketing revenue for the 2026 tournament.

Stadiums have also been temporarily renamed with neutral geographic titles.

Despite the debranding effort, some sponsor branding remains visible.

At MetLife Stadium, now temporarily called "New York New Jersey Stadium," attendees still use the venue's official address. "They still have to drive to 1 MetLife Stadium Drive," MetLife marketing chief Michael Roberts told the Journal.