How Levi’s turned FIFA’s stadium censorship into one of the biggest brand moments of the World Cup

Sometimes the cover-up is worse than the crime. Other times it’s a lesson in great logo design.

For fans lucky enough to make their way to a World Cup game this season, they might spot cheering fans, overpriced snacks and, of course, soccer. One thing they will not see is logos from non-FIFA sponsors—even if their name is on the stadium.