News
BELGIUM – VIRTUAL ADVERTISING
Following a tender process, the Royal Belgian Football Association has awarded the rights for the implementation, production and commercialisation of virtual advertising
during friendly matches and qualification matches of the UEFA Nations League to a Belgian consortium composed of BrightBoard, Dreamwall and Verhulst Mediasport.
As part of this agreement, BrightBoard will be responsible for the operational management of the system, Dreamwall will handle the production and technical integration of the virtual content, while Verhulst Mediasport will oversee the commercialisation of virtual advertising minutes to partners and advertisers.
“With this decision, we reaffirm our ambition to work with the best expertise on the market. We deliberately chose three Belgian companies that each excel in their field and
have proven their added value both locally and internationally. This consortium combines innovation, technical know-how and commercial strength,” said Peter
Willems, CEO of the RBFA.
Virtual advertising consists of digitally integrating advertising messages in real time, visible to TV viewers, without any physical presence in the stadium. This technology
enables content to be adapted according to markets, broadcasters or partners, while ensuring seamless visual integration within the match environment.
Following the first implementation of the virtual advertising system during the USA – Belgium match on 28 March 2026, which proved successful both technically and in
terms of audience figures, the RBFA and the consortium have decided to roll out the system for upcoming matches. The game recorded 396,778 viewers on RTL and 514,068
viewers on VTM, confirming the system’s potential during live prime-time broadcasts.
The next matches where the system will be deployed include:
• Croatia – Belgium, 2 June 2026, live in prime time on RTBF and VTM at 6:00 PM
The system will also be used during away UEFA Nations League matches broadcast live in prime time on RTL and VTM:
• Italy – Belgium, 25 September 2026
• France – Belgium, 5 October 2026
• Turkey – Belgium, 12 November 2026