Gillette Stadium Temporarily Renamed Under FIFA Rules

The home of the New England Patriots has been forced to change its name, and the brand found a creative way to respond.

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Photo by Mattia Ozbot/Getty Images

As part of FIFA’s commercial policies for the 2026 World Cup, Gillette branding throughout the stadium in Foxborough had to be temporarily covered during the tournament.

That included large exterior signage, logos on stadium infrastructure, and even smaller branding elements attached to seats.

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Photo by Mattia Ozbot/Getty Images

As FIFA continues to enforce strict sponsorship and venue branding rules during the 2026 World Cup, some affected brands are finding ways to turn those restrictions into marketing opportunities.

Gillette did just that after its name was temporarily removed from Gillette Stadium, now operating as “Boston Stadium,” by sharing a photo of its covered-up signage with the caption, “At least we got to choose how we cover it.”

Photos from the venue showed coverings, tape, and temporary overlays used to remove sponsor references from public view during the event.

The restrictions are not unique to Boston, as similar branding changes have taken place at World Cup venues across North America while FIFA works to create a standardized commercial environment for tournament partners.

Photo by Mattia Ozbot/Getty Images

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And there you have it! As Gillette said, at least they got to choose how to cover up their namesake branding.

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