Which brand is the ‘sneakiest’ at bypassing World Cup stadium rules?

FIFA requires all World Cup venues to scrub themselves of pre-existing branding.Here’s how four brands are “sneakily” getting around the rules. Levi’s reaches for the white tarpLevi’s Stadium in Santa Clara – which has temporarily been renamed to the San Francisco Bay Area Stadium for the World Cup – was the first major stadium to find a loophole in FIFA’s requirements.The stadium simply placed a white tarp across its Levi’s-branded marquee, which concealed the brand’s name while leaving the batwing-shaped logo outline visible. Levi’s posted the tarp-covered logo to its 10 million Instagram followers, captioned, “Welcoming the world to the beautiful [redacted] stadium!" Levi’s has garnered 2.4 million likes, 354,000 shares, 39,000 reposts and 26,000 comments with the post, and has since changed its Instagram profile picture to mimic the concealed logo.View this post on InstagramA post shared by Levi's (@levis)Gillette adds a glob of shaving cream Gillette Stadium – which has temporarily been renamed to the Boston Stadium for the World Cup – followed in Levi’s footsteps, but used shaving cream instead of a tarp to go undercover. A giant glob of shaving foam covers the stadium’s marquee, and Gillette posted the cover-up to its 173,000 Instagram followers as a meme, writing, “At least we got to choose how we cover it.”The post, captioned “@Levi’s, they got us too,” has amassed 34,000 likes, 11,000 shares, 560 reposts and 387 comments.Heinz Ketchup extends its ‘It has to be Heinz’ campaignAlthough Heinz Ketchup doesn’t own naming rights of a World Cup-hosting stadium, the brand was forced to cover labels of its in-stadium ketchup bottles with black tape for the duration of the tournament.The brand also created its own “Unofficial Stadium Ketchup,” intentionally blocking out the label.Lumen Technologies’ CMO gets in construction modeLumen Field – which has temporarily been renamed to Seattle Stadium for the World Cup – filmed a spot starring its chief strategy and marketing officer, Ryan Asdourian, to explain its tournament rebranding strategy. “As the chief strategy and marketing of Lumen, my job is to make sure that our brand is everywhere – the trusted network for AI,” Asdourian said. “But as international fans fly in from across the world to our city, our stadium, my job is to ensure our brand is nowhere.” Which brand’s “sneaky” way of bypassing the rules is your favorite?Take PRWeek’s poll on LinkedIn.This story first appeared on PRWeek U.S.