The 2026 FIFA World Cup will be hosted in the United States, Canada, and Mexico, with 16 stadiums set to host fixtures across the three countries: 11 in the USA, 3 in Mexico, and 2 in Canada. ii stating no branding is permitted across any section of the stadium. A specific challenge arose at Atlanta's Mercedes-Benz Stadium, which has a Mercedes star logo on its roof made of eight interlocking and moveable panels, each weighing 500 tons and stretching 220 feet long.
Covering or removing the Mercedes logo at Mercedes-Benz Stadium would cause serious damage. Adam Fullerton, vice-president of operations at Mercedes-Benz Stadium, admitted in early 2025 that covering the giant Mercedes logo on the roof would keep him up all night. After 18 months of negotiations, FIFA has consented to let the Mercedes-Benz Stadium roof remain unchanged, permitting the Mercedes logo to still be present for the World Cup.
The opening game of the 2026 World Cup is scheduled for Thursday, June 11, 2026. In contrast, there were no such complications at the 2025 FIFA Club World Cup because contracts signed by stadium hosts operated under standard rental agreements.