• Loading stock data...
Saturday, September 13, 2025
Tuned In is Almost Sold Out! Limited Tickets Remain!

Heading to ‘Boston Stadium’? FIFA Says You Are for 2026 World Cup

  • Global soccer governing body refers to tournament stadiums by generic names.
  • Policy is designed to protect FIFA’s own commercial interests.
Gillette Stadium
Kirby Lee-USA TODAY Sports

Now that FIFA has finalized the match schedule for the 2026 World Cup—to be held in the U.S., Canada, and Mexico—a particular quirk of the global soccer governing body is coming to the forefront: FIFA’s refusal to abide by existing corporate stadium names, monikers that in most instances were solidified long before FIFA planned to bring the tournament to North America.

FIFA’s long-standing policy has been to give sponsorship presence in the World Cup only to those companies that pay it directly, and the organization considers corporate stadium names a form of “ambush marketing.” During prior World Cups, this issue has surfaced to varying degrees. But the U.S. stands as one of the most active and highly developed markets in the world for sports facility naming rights, bringing the policy to a new level of prominence.

“We consider ambush marketing to be a priority in our brand protection work, as this practice puts FIFA’s commercial program directly at risk by effectively devaluing official sponsorship,” FIFA said. 

To get a sense of the naming-rights dollars that will, essentially, go to waste, here’s a list of the scheduled U.S. and Canadian venues for the 2026 World Cup—corporate names; what FIFA is calling each for the tournament; and an estimated worth of their current naming rights:

  • AT&T Stadium / Dallas Stadium / 20 years, $400 million
  • BMO Field / Toronto Stadium / 10 years, undisclosed cost
  • GEHA Field at Arrowhead Stadium / Kansas City Stadium / 10 years, undisclosed cost 
  • Gillette Stadium / Boston Stadium / 15 years, $120 million (extension)
  • Hard Rock Stadium / Miami Stadium / 18 years, $250 million
  • Levi’s Stadium / San Francisco Bay Area Stadium / 10 years, $170 million (extension)
  • Lincoln Financial Field / Philadelphia Stadium / 14 years, $167 million (extension)
  • Lumen Field / Seattle Stadium / 15 years, $162.7 million (extension)
  • Mercedes-Benz Stadium / Atlanta Stadium / 27 years, $324 million
  • MetLife Stadium / New York New Jersey Stadium / 25 years, $400 million 
  • NRG Stadium / Houston Stadium / 32 years, $300 million
  • SoFi Stadium / Los Angeles Stadium / 20 years, $625 million

The FIFA rules will require stadium signs to be covered up and not referred to in game broadcasts, unless those companies strike separate agreements with the governing body. FIFA is also mandating the installation of grass fields, much to the frustration of the NFL Players Association, which has lobbied against artificial turf in NFL games.

“Look, I would love for it to be called Arlington Stadium, but I get it,” said Arlington Mayor Jim Ross of AT&T Stadium. “The bottom line is we are going to put on a wonderful show.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

UEFA Delays Overseas Matches Ruling As LaLiga Miami Game Looms

Barcelona-Villarreal is scheduled for late December at Hard Rock Stadium.
Sep 6, 2025; Boulder, Colorado, USA; General view of a Fox Sports camera station before the game between the Delaware Fightin Blue Hens against the Colorado Buffaloes at Folsom Field.

Lachlan Murdoch on Fox’s Sports Strategy, FanDuel Plans

The executive calls a forthcoming streaming bundle with ESPN “essential” for fans.
exclusive

Zohran Mamdani Blasts World Cup Ticket Prices: ‘FIFA Is Becoming the Scalper’

The NYC mayoral candidate wants FIFA to cap resale prices at face value.

Barcelona, AC Milan Abroad? Fan Groups Reject Travel Plans

Supporter groups warn of a “Pandora’s box” if overseas games happen.

Featured Today

PHILADELPHIA, PENNSYLVANIA - APRIL 19: A detailed view of the MLB Debut patch on the jersey of Patrick Monteverde #44 of the Miami Marlins prior to game against the Philadelphia Phillies at Citizens Bank Park on April 19, 2025 in Philadelphia, Pennsylvania.

The Tiny Jersey Patch at the Center of the MLB Rookie Card..

Autographed cards containing a piece of baseball history have upended the market.
September 11, 2025

Eagles-Chiefs Super Bowl Rematch Could Set More NFL Ratings Records

Fox will nationally televise Sunday afternoon’s matchup.
September 10, 2025

ESPN’s ‘MNF’ Ratings Up 8% As NFL Surges to Strong Start

ESPN posts its second-best Week 1 “Monday Night Football” audience.
Sep 7, 2025; Orchard Park, New York, USA; Buffalo Bills fans react during the fourth quarter against the Baltimore Ravens at Highmark Stadium.
September 9, 2025

As Bills Ascend, Their Next Frontier Lies in Canada

Buffalo and the powerful Canadian entity MLSE come together in a new pact.
Sep 11, 2025; Minneapolis, Minnesota, USA; Minnesota Lynx forward Napheesa Collier (24) dribbles past Golden State Valkyries forward Janelle Salaun (13) in the second half at Target Center.

As WNBA Grows, Engelbert Says Its Playoff Field Won’t for a While

Eight of thirteen WNBA teams made the playoffs this year.
Feb 15, 2025; San Francisco, CA, USA; NBA commissioner Adam Silver speaks in a press conference during All Star Saturday Night ahead of the 2025 NBA All Star Game at Chase Center.
September 11, 2025

Silver Says Free Highlights Are an Issue As NBA Begins $77B Deal

Silver called basketball a “highlight-based sport.”
Jun 27, 2025; Dallas, Texas, USA; A view of a Wilson basketball and the Dallas Wings logo during the game between the Wings and the Indiana Fever at the American Airlines Center.
September 11, 2025

Democratic Women’s Caucus Urges WNBA to End CBA Stalemate

The league and WNBPA must reach an agreement by Oct. 31.
Sponsored

How World Series Champ Dexter Fowler Became a Premier League Team Owner

Dexter Fowler discusses navigating retirement and embracing new roles as an owner & investor.
September 11, 2025

Greg Norman Leaves LIV As Golf World Continues to Shift

Norman relinquished the league’s CEO role in January.
September 11, 2025

Trump’s Golf Empire Grows With 5th Big Tournament in 2 Years

The DP World Tour is heading to Trump International Golf Links Ireland.
September 11, 2025

Kaprizov’s Record Contract Rejection Highlights NHL’s New World

The declined contract would have set records for overall and annual value.
Jan 11, 2024; Paris, FRANCE; NBA commissioner Adam Silver speaks before a NBA Game between the Brooklyn Nets and the Cleveland Cavaliers at AccorHotels Arena.
September 10, 2025

Adam Silver Says Burden Is on NBA to Prove Clippers Violation

The commissioner addressed the Kawhi Leonard allegations for the first time.