How FIFA's Attempt to Hide Brands Turned Them Into the Biggest Winners Sometimes the most memorable advertisements are the ones that were never meant to be seen. As football fans packed stadiums across the United States for the FIFA Club World Cup, attention was expected to focus on world-class players, dramatic goals, and the tournament's official commercial partners. Instead, an unexpected marketing battle unfolded behind the scenes one that has become almost as fascinating as the football itself. Outside Levi's Stadium in Santa Clara, California, the venue's famous Levi's branding disappeared beneath enormous white coverings. Inside media facilities, Heinz logos on ketchup bottles were carefully hidden beneath strips of tape. Germany midfielder Jamal Musiala appeared before a match wearing Beats headphones with the company's recognizable "b" logo concealed by black tape. The objective was straightforward: ensure that only FIFA's official ...