A German major supermarket chain has scrapped its advertising campaign with the country's football association after soccer's world governing body warned against players wearing "One Love" diversity armbands.

Several European teams, including Germany, had planned to have their captains wear the armband, which features a rainbow design, to express their opposition to discrimination during the World Cup in Qatar, where same-sex relationships are illegal.

But they gave up the idea after FIFA warned that players doing so would receive yellow cards.

The German retailer, Rewe, decided to pull its sponsorship in protest of FIFA's move. The firm's logo on the press conference's background wall was replaced with that of the One Love armband.

The Rewe Group's chief executive said FIFA's attitude was absolutely unacceptable to him as the CEO of a diverse company and as a soccer fan.

Germany's soccer players covered their mouths for the team photo before their World Cup opener against Japan last Wednesday. They did not repeat their protest ahead of their match against Spain on Sunday.