FIFA Restricts Gambling Branding In 2026 World Cup stadiums

FIFA will implement its “clean venue” policy across all stadiums during the 2026 World Cup. This mandates the removal of gambling-related branding from all stadiums or any advertising that conflicts with official sponsors. 

The directive applies to all 104 matches scheduled across host venues in the United States, Canada, and Mexico between 11 June and 19 July 2026. It also overrides existing commercial agreements between venues and betting companies. Therefore, only FIFA’s official sponsors are visible throughout the tournament.

Stadium renaming and advertising removals mandated for venues

As part of the policy, 10 of the 11 host stadiums will temporarily abandon their corporate names for geographic ones during the tournament.

For instance, AT&T Stadium in Arlington will be referred to as Dallas Stadium. Hard Rock Stadium will become Miami Stadium, while MetLife Stadium will operate under the name New York New Jersey Stadium. However, the Mercedes-Benz Stadium in Atlanta is partially exempt due to structural constraints preventing full removal of the logo.

Operators must also remove or conceal all unapproved signage, including LED boards, lounges, and static displays from partners such as DraftKings, FanDuel, BetMGM, and Caesars. Stadiums are required to plan months in advance to manage these changes, including adjustments to digital systems and physical infrastructure.

FIFA reinforces control over tournament environment

The clean venue policy is not new. FIFA enforced similar restrictions during previous tournaments in South Africa and Qatar. Their objective is to create a uniform environment, where only official sponsors receive exposure across all venues.

Ahead of the 2026 tournament, FIFA has also issued guidance reinforcing restrictions on gambling-related branding in officiating environments. This covers referee kits, VAR rooms, video operation rooms, and referee review areas.

The directive, outlined in Circular No. 1938, applies to organisations such as the FIFA Council, confederations, the European Club Association, FIFPRO, and the World Leagues Association. Released on 1 August 2025, the policy ensures that gambling-related branding is not displayed in areas linked to officiating.

Betting activity to grow despite absence of stadium branding

Despite the ban of visible branding at the 2026 World Cup, fans will still access betting markets via apps and online channels. Its expanded format introduces 48 teams and 104 matches, increasing the number of betting events available to users. 

In 2022, US bettors placed an estimated $1.8 billion in bets during the World Cup. Projections for 2026 suggest total wagers could surpass $3 to $4 billion.

The legal environment in the United States remains fragmented, with sports betting permitted in some states and restricted in others. These variations will affect gambling activity during the tournament.