The Fédération Internationale de Football Association (FIFA) will enforce its “clean venue” policy during the 2026 World Cup, removing all gambling-related branding from stadiums. According to InGame, the limitations go beyond gambling companies to include any advertising that rivals FIFA’s sponsors. These regulations, which strengthen FIFA’s control over sponsorship and marketing throughout the tournament’s 104 matches, must be followed by host venues. The regulation supersedes current agreements between venues and betting providers to guarantee that only FIFA’s official sponsors are visible.
As part of the policy, 10 of the 11 host stadiums will temporarily drop their corporate names in favour of geographic ones. For example, AT&T Stadium in Arlington will be referred to as Dallas Stadium. The only partial exception is Mercedes-Benz Stadium in Atlanta, where engineering constraints prevent full removal of the logo. The 2026 World Cup, co-hosted by Canada, Mexico, and the United States, will run from 11 June to 19 July 2026, with these restrictions forming part of FIFA’s broader “clean venue” policy.
Stadium branding changes explained
For the 2026 World Cup, FIFA has introduced strict rules on stadium branding. Any logos or advertisements not approved by FIFA must be removed or covered, including gambling promotions and competing sponsors. The aim is to create a uniform environment across all venues, which requires stadium operators to plan months ahead, from taking down signage to adjusting digital displays.
Another major change will be the temporary renaming of stadiums. Corporate names will be replaced with neutral, city-based titles. For example, AT&T Stadium will be called Dallas Stadium, Hard Rock Stadium will become Miami Stadium, and MetLife Stadium will be referred to as New York New Jersey Stadium. FIFA treats naming rights as advertising, so they are subject to the same restrictions.
Many of these stadiums have deals with companies including DraftKings, FanDuel, BetMGM, Caesars, and others. These agreements often involve visible branding on LED screens, lounges, and physical signage. During the World Cup, all of this will be taken down or replaced to comply with FIFA’s requirements.
FIFA’s approach to branding control
FIFA has a long-standing “clean venue” policy for controlling branding during the World Cup. Stadiums had to conceal or remove unapproved advertising during previous tournaments in South Africa and Qatar so that only FIFA’s official sponsors were visible. The 2026 World Cup will have major economic implications for sports betting in the U.S. With 48 teams and 104 matches, the tournament will be the largest ever, creating more wagering opportunities.
Betting volumes are expected to rise sharply compared to the last World Cup. In 2022, Americans placed an estimated $1.8 billion in bets. For 2026, projections suggest that figure could exceed $3–4 billion. Even though sportsbooks will lose in-stadium visibility due to FIFA’s branding rules, the expanded format and scale of the event point to significant growth in betting activity nationwide.
FIFA tightens gambling ad restrictions
FIFA has issued a reminder to all member organisations ahead of the 2026 World Cup, reinforcing its ban on gambling sponsorships and advertising on referee jerseys and within VAR (Video Assistant Referee) rooms. The updated regulations extend to the video operation room (VOR) and referee review area (RRA), reflecting their growing role in ensuring fair decisions during matches.
The directive, outlined in Circular No. 1938 and sent on 1 August 2025, applies to groups including the FIFA Council, the Confederations, the European Club Association, FIFPRO, and the World Leagues Association. It underscores FIFA’s effort to keep gambling-related branding out of areas directly tied to officiating.
Legal landscape of sports betting in US
The legal landscape of sports betting in the US remains uneven, and that patchwork will affect the 2026 World Cup. Some host cities are in states where sports betting is fully legalised, while others are not.
Even without visible advertising, gambling will remain a part of the 2026 World Cup. Fans will continue to place bets through apps and online platforms, and the industry is expected to grow alongside the tournament.
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