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(AsiaGameHub) –   As the upcoming FIFA World Cup draws near, the international soccer governing body has moved to strip all non-official sponsors from the venues designated to host tournament matches.

Given that the event will be held throughout North America—a region where corporate naming rights are standard—several host venues will undergo temporary rebrandings to reflect their geographic locations.

Stadiums to Temporarily Adopt Geographic Names

Under FIFA’s tournament regulations, any branding or logos belonging to companies not affiliated with the organization must be removed from host stadiums. According to In Game, this mandate will necessitate temporary name changes for 10 of the 11 venues hosting the 104 scheduled matches.

For instance, Florida’s Hard Rock Stadium in Miami Gardens will be rebranded as Miami Stadium for the duration of the event, while Arlington, Texas’s AT&T Stadium will be referred to as Dallas Stadium.

This shift from corporate to geographic naming highlights FIFA’s strict policy against non-partner brands and its commitment to protecting its own sponsors. The organization did, however, grant a limited exception for Atlanta’s Mercedes-Benz Stadium. Officials determined that modifying the venue’s oculus moon roof, which features the sponsor’s branding, risked significant structural damage. Securing this concession required months of discussions with FIFA representatives.

Regardless, FIFA’s stance will impact gaming operators, most notably Hard Rock, whose branding will be stripped from the stadium that bears its name. This process will also involve the temporary concealment of the venue’s prominent physical Hard Rock signage.

Other operators associated with host stadiums will face fewer logistical hurdles, particularly FanDuel, whose branding at Lincoln Financial Field is displayed via digital scoreboards.

Operators Still Have a Lot to Gain from World Cup

FIFA’s regulations mean that domestic sportsbooks in the U.S. will largely be excluded from World Cup sponsorship deals. Although Betano is the official betting partner for the tournament, the firm does not currently operate within the United States.

Nevertheless, FIFA has reached an agreement with Stat Perform, naming the company its primary data provider and a liaison for licensed U.S. sportsbooks. While the financial details remain private, Stat Perform indicated that the conditions of the partnership were stringent.

Even without direct sponsorship access, industry experts anticipate that the total sports betting handle will hit record levels, suggesting the World Cup will remain highly lucrative for U.S. gaming firms.

Some projections suggest that wagering volume could double compared to the 2022 tournament, which saw bettors place $1.8 billion in wagers.