{"id":13814,"date":"2026-06-26T06:37:00","date_gmt":"2026-06-26T10:37:00","guid":{"rendered":"https:\/\/www.packagingindustrynews.com\/?p=13814"},"modified":"2026-06-26T06:37:00","modified_gmt":"2026-06-26T10:37:00","slug":"fifas-brand-protection-inspires-heinzs-latest-taped-over-promotion","status":"publish","type":"post","link":"https:\/\/www.packagingindustrynews.com\/?p=13814","title":{"rendered":"FIFA\u2019s \u2018Brand Protection\u2019 Inspires Heinz\u2019s Latest Taped-Over Promotion"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<ul style=\"border-color:#000000;border-width:3px;border-top-left-radius:30px;border-top-right-radius:30px;border-bottom-left-radius:30px;border-bottom-right-radius:30px\" class=\"wp-block-list is-style-default has-border-color has-bg-shade-background-color has-background has-small-font-size\">\n<li>FIFA\u2019s \u201cbrand protection\u201d policy forces stadiums to cover up any brand\u2019s name and logo that didn\u2019t pay to be a World Cup partner.<\/li>\n<li>\u201cBrand protection\u201d even extends to condiment dispensers at host stadiums.<\/li>\n<li>Heinz\u2019s latest promotion jabs at FIFA\u2019s brand protection by featuring its bottles covered in tape and calling itself the \u201cUnofficial Stadium Ketchup.\u201d<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">When having house guests arrive, a good host will strive to make their home as comfortable as possible. That hospitality doesn\u2019t normally extend to allowing the guests to redecorate the house, however. But for stadiums hosting World Cup matches, FIFA does just that, all in the name of \u201cbrand protection.\u201d FIFA makes deals with brands to serve as official World Cup partners and then forces host stadiums and cities to maximize the value of those deals by erasing the presence of any other brands that didn\u2019t pay for the privilege.<\/p>\n<p class=\"wp-block-paragraph\">Some brands that sponsor the big stadiums hosting World Cup matches, like Levi\u2019s and Gillette, took clever approaches to obfuscate their logos. Levi\u2019s signature \u201cbat\u201d shape is still visible behind the white tarp over the stadium it has naming rights to in San Francisco, and Gillette covered its name with a shape reminiscent of shaving cream.<\/p>\n<p><button id=\"expand-paywall-button\" class=\"expand-paywall-button\">Subscribe to Read More<\/button><\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/thedieline.com\/fifas-brand-protection-inspires-heinzs-latest-taped-over-promotion\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>FIFA\u2019s \u201cbrand protection\u201d policy forces stadiums to cover up any brand\u2019s name and logo that didn\u2019t pay to be a World Cup partner. \u201cBrand protection\u201d even extends to condiment dispensers at host stadiums. Heinz\u2019s latest promotion jabs at FIFA\u2019s brand protection by featuring its bottles covered in tape and calling itself the \u201cUnofficial Stadium Ketchup.\u201d [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":13815,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[165],"tags":[],"class_list":["post-13814","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-packaging-news"],"_links":{"self":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/posts\/13814","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=13814"}],"version-history":[{"count":0,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/posts\/13814\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/media\/13815"}],"wp:attachment":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=13814"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=13814"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=13814"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}