As part of FIFA’s strict sponsorship and advertising regulations for the 2026 World Cup, the governing body has ordered the removal or covering of the “Gillette” name and logo from the stadium bearing the brand.
The venue, officially known as Gillette Stadium in Foxborough, Massachusetts, will be temporarily referred to as “Boston Stadium” during the tournament.
In response, Gillette posted a playful image on social media showing the stadium covered in a layer of shaving foam, alongside the caption: “At least we get to choose how we’re covered.” The post was widely interpreted as a subtle jab at FIFA’s strict branding policies.
According to reports from outlets such as The Sun, NBC Sports, and CBC Boston, the restrictions go beyond just removing stadium names — all visible branding, signage, and even seat or interior advertisements must be covered or neutralized to comply with FIFA’s sponsorship rules.
This follows similar controversy around Levi’s Stadium, which also went viral after creatively concealing its branding during preparations for the 2026 World Cup.
