According to my extensive study of football turf, it is applied like a temporary tattoo. They wet a large piece of paper with the image on it, then lay it face down on the field. Next, they take a "very" large sponge and dab with water for 20-25 minutes. Lastly, the paper with the logo on it is very carefully peeled away leaving the logo, whichlasts for 3-5 days unless showering.
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