Levi's FIFA World Cup Marketing Masterclass

@yourmarketingchica

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Promoted product

Levi'slevi.com

Levi's is a brand that sells apparel, specifically jeans, and is known for its clever marketing strategies that generate significant engagement.

12 videos8 creators

Why it worked

The video highlights a clever, unexpected marketing tactic that turned a restriction into an opportunity, generating significant buzz and conversation around the Levi's brand.

Summary

This video explains how Levi's cleverly used a FIFA rule to their marketing advantage. When asked to cover their logo at a stadium for the 2026 World Cup, they instead turned it into a viral marketing moment by covering their social media profiles with the same tarp image.

Structure

1Introduction to FIFA's rule about non-sponsor branding
2Levi's logo covered with a tarp at a stadium
3Levi's response: covering their social media logos

Original caption

The best marketing campaigns are sometimes completely unplanned 🤣 I love this for @Levi’s marketing team #worldcup #FIFA #levisfifamarketing #fifaworldcup

More from @yourmarketingchica

Product placement

Levi's: ACTS - its logo is covered up with a tarp, and its social media profile picture is changed to a covered logo. This action is the subject of the video. Removing the name would change what happens in the video. FIFA: APPEARS - it is the organizer of the World Cup. Removing the name would not change what happens in the video. McDonald's: APPEARS - it is a sponsor logo visible on the stadium screen. Removing the name would not change what happens in the video. Hisense: APPEARS - it is a sponsor logo visible on the stadium screen. Removing the name would not change what happens in the video.

Call to action

Let me know your thoughts in the comments

On-screen text

Levi's FIFA World Cup Marketing Masterclass @MAJESTY_ACADEMY For the 2026 World Cup, FIFA asked all venues to cover any branding that isn't an official sponsor The Levi's logo at the Santa Clara stadium got covered up with a white tarp, cut exactly to match the shape of the logo underneath. Everyone noticed, so Levi's responded by changing their social media photos to a covered logo too. And while the intention was simple, hide the brand, the result has been the exact opposite. Now they're leaning into all the attention. 713K 8,014 13.6K 151K levis Welcoming the world to the beautiful [redacted]

Transcript

Nobody's gonna know. They're gonna know. How would they know? For the 2026 World Cup, FIFA asked all venues to cover any branding that isn't an official sponsor. This is one of the funniest marketing stories to come out of the FIFA 2026 World Cup, so let's talk about it. For the 2026 World Cup, FIFA asked all of the venues to cover any sort of branding that wasn't an official sponsor. The Levi's logo at the Santa Clara stadium got covered up with a white tarp, cut exactly to match the shape of the logo underneath. Everyone noticed, so Levi's responded by changing their social media photos to a covered logo too. Obviously everybody knew what the logo represented and so since everybody was already talking about it, Levi's did the funniest thing and changed all of their social media cover photos to the exact same covered logo as well. And while the intention was simple, hide the brand, the result has been the exact opposite. Now they're leaning into all the attention. And while the intention was to hide the brand, Levi's still figured out a way to become the center of the conversation even when they were not an official FIFA sponsor. What do you guys think? Let me know your thoughts in the comments.

USA vs Paraguay FIFa World Cup 2026 ⚽️🏆 what a game!!