06/05/2026
The Friends by Verhulst steps onto the UEFA Nations League field alongside the Red Devils — with a major innovation in play.
The Royal Belgian Football Association has selected a Belgian consortium — BrightBoard, Dreamwall and Verhulst Mediasport (The Friends by Verhulst) — to deploy, produce and commercialise virtual advertising during international fixtures.
So what does virtual advertising actually mean?
A technology that enables brands to appear on screen in real time, without any physical presence in the stadium. Fully adaptable by market, broadcaster or audience — while ensuring seamless integration into the match environment.
Within this consortium, The Friends by Verhulst is responsible for the commercialisation of virtual advertising inventory, bringing this innovation to life from a business perspective.
Following a first successful activation during USA - Belgium, reaching over 900,000 viewers, the system is now set to roll out across upcoming Nations League matches.
So next time you watch the Red Devils on their road to the Nations League, you might just spot a little bit of The Friends by Verhulst on screen 😉⚽
©️Photo: Royal Belgian Football Association