Article by Maria Olteanu – Published Thursday, March 26, 2026, 7:42 p.m. / Updated Thursday, March 26, 2026, 7:46 p.m.
Turkey – Romania. In Romania, on the TV broadcast of the match from Istanbul, several advertisements in Romanian were seen on the sidelines. Turkish viewers received different messages. There is an explanation for this situation.
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Same Turkey – Romania, different things on the TV broadcast! There is an explanation for why different images were seen in the background at Thursday night's game.
Digital Billboard Replacement technology it is the one that allows different advertisements to be displayed on pitchside boards depending on the country. Everything is possible thanks to the software of the televisions that produce the games.
PHOTO. In Romania, advertisements with texts in Romanian, in Turkey others
I compared the transmission from Turkey with the transmission from Prima TV. While in the country there were advertisements with domestic products, messages in Romanian, on the opponent's stream these contents were not available, replaced by local products.
Bobby Durbac, a leading sports marketing specialist from Romania, has previously spoken to GSP about the implementation of the technology Digital Billboard Replacement in football. Here is the explanation:
“With this Digital Billboard Replacement technology, I can intervene for every feed, generally across an entire continent, America, Europe, Asia and South America.
They can run what virtual ads they have received from their customers. This feed also works in Romania, with advertisements for Europe, from the television that produces the match.
They are not used at home matches, because the value of the sponsorship contracts is so high that it is not convenient for anyone to alter them. The first, historically speaking, to benefit from this was the Brazilian national team,” Durbac told GSP in the past.
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