The plain truth is that there's absolutely no difference whatsoever between performance in the season's first 20 days and any other 20-day span throughout the year. It's all a matter of perception.
FIFA's clear expectation that its own partners are given sole exposure in and around World Cup stadiums means many venues will operate under generic, unsponsored names during the tournament. This practice is standard for World Cups, affecting the branding of iconic stadiums like Mercedes-Benz Stadium in Atlanta.