If you were watching the Black Stars’ World Cup playoff in March 2026 on Ghanaian channels, you may have noticed Ghanaian-branded advertising boards.

However, the adverts on the stadium boards looked completely different from what fans in Stuttgart were seeing live.

Ghanaian viewers saw familiar brands in Ghana, while the physical boards in the stadium displayed international sponsors.

This is made possible by a technology known as virtual advertising or digitally replaced advertising boards.

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While it may seem like a recent innovation, this technology has been in practice for years at major sporting events, including FIFA tournaments, UEFA competitions, and even Formula 1 races.

Broadcasters use computer software to track the camera’s position, movement, and angle in real time, then overlay digital adverts on top of the physical boards.

The system adjusts dynamically even when players run in front of the boards or the camera pans across the pitch.

The key benefit is that different regions can see different adverts on the same match simultaneously.

Ghanaian viewers see brands targeting local audiences, while European, Asian, or American viewers see adverts relevant to their markets.

For advertisers, it allows the same space to be sold multiple times, maximizing revenue.

So, while fans in Stuttgart were seeing one set of sponsors, Ghanaians were enjoying a fully localized advertising experience.

FKA/EB

Meanwhile, watch the latest edition of Sports Check with Sports Minister Kofi Adams below: