A game-tying goal is called offside, quite literally by a hair. A ball hits a camera cable before falling to the feet of a soon-to-be goal scorer. FIFA suspends, then reinstates, a striker after the appeals from the U.S. President. The World Cup has does not lack for controversy.

And while the vitriol can temporarily shift between politicians and celebrity fans, managers and players, the derision almost inevitably returns to one target: match officials.

But as countless brands look to tap in to the World Cup moment – some sponsor-certified and others through more guerilla tactics – one B.C. brewer is taking a different approach by stepping back from FIFA officialdom.

Images courtesy of Vuvuzela Buoy Brewing

In an act of fan solidarity – and to distance itself from the FIFA refereeing fraternity – Whistle Buoy Brewing has temporarily been renamed Vuvuzela Buoy Brewing. The Victoria-based company, whose location has become a centre of soccer celebration through its downtown watch parties, rebranded in a tribute to the vuvuzela, a horn which became famous (infamous?) during the 2010 World Cup in South Africa.

“This has been a fantastic few weeks here in Market Square,” Vuvuzela Buoy owner Isaiah Archer said in a release. “We received a licence from FIFA and Bell Media to show the World Cup games live, and the idea to drop our whistle and pick up a vuvuzela just seemed so fitting for this moment in time.”

Vuvuzelas, and their prolonged droning blasts throughout games, were banned as part of FIFA’s in-stadium noise-making policy last month.

Edmonton-based agency Berlin executed a full logo and name update on the company’s socials and signage to go with packaging and glasses printed with the Vuvuzela Buoy logo and a merchandise release for both staff and fans. Whistle Buoy Brewery plans to uphold the name change through the World Cup final on July 19.