Thanks to strict sponsorship rules at the World Cup tournament, brands are being quite literally covered up. But they are fighting back. We've already seen Levi's cover up its logo at a World Cup stadium in an ingenious way, and Heinz is the next brand to jump on the bandwagon.
Heinz Canada has had its branding taped over at stadiums such as the Toronto Stadium (which is actually called BMO Field) and in response, has launched the Unofficial Stadium Ketchup, complete with a blacked out brand name on the label and strapline. And people on social media are loving it.
