For the duration of World Cup 2026, all BMO signage at the stadium formerly known as BMO Field has either been covered up or taken down, similar to other venues hosting matches. The venue, located on the Exhibition Grounds in Toronto, has been temporarily renamed Toronto Stadium.
How did FIFA take over the stadium?
When fans arrive at the soccer stadium on the shores of Lake Ontario, they can notice subtle changes. There is no branding for the home of soccer in Toronto on the exterior, with much of it covered by simple white sheets. This is a rather inelegant solution for a multi-million-dollar issue.
BMO, the abbreviated name for Bank of Montreal, holds the naming rights for BMO Field, which is home to MLS's Toronto FC and the CFL's Toronto Argonauts, and also serves as a part-time venue for other teams. However, since BMO has no affiliation or sponsorship deals with FIFA or the World Cup, the global soccer organization will not allow any free advertising, especially given the hundreds of millions of dollars promised by other official sponsors.
Around Toronto Stadium, any mention of the banking brand was either covered or removed. On the large awning over the stands to the south of the stadium, the company's logo has been taken down and a FIFA logo has been erected. On the red seats below, which are reserved for the boisterous supporters section during Toronto FC matches, several seats appear to have been replaced to scrub out the letters 'BMO' that stretch across three entire sections.
BMO was not the only brand stricken from the amenities. On simple items like ketchup and mustard dispensers near concession stands, black tape was used to cover any logos.
What has happened at other stadiums?
While these changes may not seem overly egregious, the lengths FIFA has gone to in order to appease its corporate sponsors have become silly at other venues. In California, at so-called San Francisco Stadium (usually called Levi's Stadium, home of the San Francisco 49ers), FIFA has simply covered the Levi's logo on the front of the stadium with a white tarp. Levi's, which is not one of FIFA's sponsors, took the opportunity to poke fun at the situation on its Instagram account, changing its profile picture to the silhouette of the white tarp and captioning it: "Welcoming the world to the beautiful [redacted] stadium!"
In Arlington, Texas, home of the Dallas Cowboys, any signage for AT&T Stadium has been covered up, including on the top of the massive jumbotron at midfield. Pepsi logos, of which there are many in the stadium, have also been covered with FIFA and World Cup 2026 signage.
Meanwhile, at Boston Stadium, which is actually located in Foxboro, Massachusetts, FIFA volunteers reportedly had to place strips of tape on each of the 64,146 seats at the venue typically known as Gillette Stadium, as each seat is marked with the brand's name on the number plate.
The exception to this madness among the 16 host cities and stadiums is Canada's other venue in Vancouver. BC Place is the only stadium that has not been renamed to its location by FIFA, as it does not bear any sort of sponsorship in its name and refers to the province in which it is located.
