They’re not providing the stadium. What, you think random car manufacturer or telecoms operator has a team dedicated to running highly specialised facilities like a stadium? They pay money to have their name on stadium for X years so you and I are “forced” to see and say their name when talking about stadium X. Then that deal changes hands and another company pays for the privilege of forcing their brand on us.

FIFA offers an even bigger deal, so now the stadium covers the first advertiser to comply with the second advertiser.