Virtual Advertising: A 100% Belgian Success for the Red Devils

On March 28, 2026, during the USA - Belgium friendly match in Atlanta, 900,000 viewers watched advertisements that did not actually exist in the stadium. Broadcast live on RTL, these digital overlays were deployed by our 100% Belgian consortium: Dreamwall, BrightBoard, and The Friends by Verhulst, selected by the RBFA for all the Red Devils' friendly and Nations League matches.

Virtual advertising replaces the physical pitchside boards in real time within the broadcast image using digital overlays. The realism of the rendering makes the integration seamless for the viewer. As a result, spectators in the stadium see the local or national partners on the LED boards, while TV viewers see precisely the targeted content for their region or country.

Within the consortium, each player has a specific role. BrightBoard provides the physical LED boards that support the tracking system. We handle the entire technical workflow: graphic assets, camera tracking, real-time rendering engine, and live operations. The Friends by Verhulst manages the commercialization of the virtual advertising spaces.

This technology also allows for geographic segmentation: the same match can broadcast different advertisements depending on the country or the broadcaster. This represents a tangible opportunity for advertisers targeting multiple markets simultaneously.

Virtual advertising offers a level of flexibility that physical boards simply cannot match. Multiple sponsors can occupy the same space sequentially, content can be easily adapted, and the setup requires minimal on-site logistics. The system is integrated into the broadcast signal upstream.

The impact extends far beyond the live broadcast: match highlights shared on social media, TV press reviews, and digital platforms prolong sponsors' visibility long after the final whistle.