Bosnia and Herzegovina plays against the USA tonight in a stadium that has become an unprecedented marketing story. Not because of football, but because of a move that caught the attention of the whole world.
“Levi’s Stadium” in Santa Clara, home of the NFL team San Francisco 49ers, is officially called “San Francisco Bay Area Stadium” during the World Cup. The reason? FIFA rules. During the tournament, the commercial names of the stadiums of companies that are not official partners of the championship are removed. That’s why the large Levi’s signs are covered with white fabric.
But what was supposed to disappear, became the main advertisement.
Namely, the world-famous company turned the white blankets to its advantage through its trademark. In addition to the stadium, the offices around the world received a “new outfit”, as well as the official profiles of the brand on social networks. The shape of the sign remained recognizable, and instead of losing visibility, Levi’s gained additional global attention.
– We welcome the world to the beautiful (modified) stadium, the company said with a post that quickly went viral.
Social media users called the move one of the best commercials in recent times. He showed that even a limitation can be turned into an opportunity.
The stadium, opened in 2014, receives around 75,000 spectators during the World Cup, and in addition to the World Cup, it also hosted major events such as the Super Bowl.
