SoFi Isn’t Sweating FIFA’s ‘Clean Stadium’ Policy: ‘Our Branding Extends Beyond a Sign On a Stadium’

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What’s in a name? That’s what soccer fans across North America have been asking as they’ve shown up in droves to attend the 2026 edition of the FIFA World Cup in Canada, Mexico and the United States.

While the matches are being played across 16 popular stadiums in host cities across the continent, you’d be hard-pressed to find the original name of the stadium anywhere on the building — or anywhere in the vicinity for that matter. That’s because FIFA has banned the use of corporate-sponsored stadium names unless said company pays a usage fee — a fee which was presumably too high, since none of the stadiums kept their names for the six-week tournament. The end result: the 2026 World Cup venues are officially known by the major city they’re in (or closest to), leading to clunky naming conventions like “New York New Jersey Stadium” (instead of MetLife Stadium) in the Tri-State area, and “Los Angeles Stadium” instead of SoFi Stadium in Inglewood, California.

Financial institution SoFi has brought out a number of musicians and celebrities to its suite in “Los Angeles Stadium” over the last few weeks, and while their branding has been covered up with black fabric on the stadium exterior and on the screens inside, the company says its goal in hosting guests at the World Cup is predicated on more than just a wordmark or logo.

“SoFi Stadium was built to be a global destination, and we’re proud to have been part of that vision from day one,” leads a statement from the company. “While FIFA has its own requirements for tournament venues, Angelenos and fans around the world know the stadium as SoFi Stadium and recognize its significance in Los Angeles. Ultimately, our branding extends beyond a sign on a stadium. It shows up in what SoFi is about: helping people achieve financial independence and realize their ambitions.”

SoFi is also helping people realize some of their sporting dreams, welcoming musicians like Chloe Bailey and Nick Lachey, and actors Simu Liu, Chace Crawford and Sterling K. Brown to their VIP suite at SoFi — ahem — Los Angeles Stadium last month. While their logo and signage may have been covered at the stadium, SoFi branding was on full display inside their private suite, with guests receiving SoFi soccer scarves and blue and purple SoFi jerseys at their seats.

The invite-only experience also included an elevated dining experience for guests — think sushi, short rib and thai curry over hot dogs and burgers, while Tattinger champagne and Casmigos tequila flowed freely at the bar.

Bailey was spotted taking ‘fit pics to post to Instagram as she joined SoFi for the U.S. men’s national team’s kickoff game on June 12. Other celebrities in the suite for that game included Dylan Efron and Ginny & Georgia star, Brianne Howey, who were both seen celebrating and recording video of the crowd cheering after the U.S. defeated Paraguay by a score of 4-1.

Lachey, Crawford and Liu, meantime, were in the SoFi suite for the final U.S. group stage game, where the men’s team lost a close 3-2 decision to Turkiye. Love Is Blind host and 98 Degrees star Lachey proudly sang along to the national anthem before changing into a U.S. soccer jersey that he jokingly teased was “too tight” for his frame. Lachey and Liu also gamely posed for photos in the SoFi suite, which had a prime view of the soccer pitch below.

Per a press release, the World Cup experiences helped to showcase the “elevated access and benefits available through SoFi Plus,” a premium membership tier that unlocks higher interest rates, credit card perks, cashback deals and access to certified financial planners. Members can also unlock exclusive “SoFi Plus Experiences,” with expedited entry, discounted tickets and lounge access (where applicable) to big entertainment and sporting events. SoFi also used the events to promote its new crypto program, designed to make the decentralized digital currency more accessible to everyone.

“As the World Cup continues in LA, we’re focused on showing up for our members, the local community and fans in ways that extend beyond the stadium itself,” the company says. “With the World Cup, the LA28 Olympic Games and next year’s Super Bowl, SoFi Stadium will continue to sit at the center of the biggest moments in sports and culture and continue to reflect SoFi’s mission.”