Levi's updated its Instagram profile photos with a shrouded logo.
Videos and images of the stadium with the covered Levi’s batwing logo went viral over the weekend, drawing attention both to the global soccer governing body’s strict “clean venue” rule—which requires host stadiums to remove all non-FIFA sponsor branding—and to the strength of Levi’s brand recognition.
Arguably, the batwing’s distinctive shape became even more noticeable once covered with a white tarp, attracting more attention than it might have if the logo had been left uncovered. Levi’s is embracing the irony. On Sunday, the brand updated its Instagram profile image to feature a covered logo and posted videos from the stadium showing the shrouded emblem at the entrance and above the scoreboard.
Set to the viral “Nobody’s Gonna Know” audio, the post has the caption: “Welcoming the world to the beautiful stadium! ”, which will end on July 19, Levi’s Stadium will officially operate under the temporary name San Francisco Bay Area Stadium. The same rebranding is happening at host venues across the U.S., Canada and Mexico, where sponsor signage is being removed or covered in favor of city-based stadium names.
While the Levi’s logo is prohibited from stadium signage, the denim stalwart is participating in the excitement for the tournament in other ways. Ahead of kickoff, the brand launched a collection of country-themedWWD and Women's Wear Daily are part of Penske Media Corporation. © 2026 Fairchild Publishing, LLC. All Rights Reserved.
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