Doha, Qatar – May 31, 2026
The Qatar Football Association (QFA), in cooperation with Sponix and Alkass as the broadcaster, has successfully implemented virtual advertising technology for the first time in QFA’s history during the international friendly match between Qatar and Ireland, played in Dublin, Ireland.
The project enabled QFA to create new commercial value by providing enhanced visibility opportunities for its sponsors and partners through virtual advertising placements integrated directly into the live broadcast feed. The implementation was delivered seamlessly using Sponix’s proprietary cloud-based virtual advertising technology, in close cooperation with Alkass as the broadcaster, without any impact on the match operations or broadcast workflow.
This milestone represents an important step in the digital transformation of sports sponsorship and commercial rights activation in the region, opening new opportunities for football federations to generate additional revenue while providing greater value to their commercial partners.
Statement from Qatar Football Association
“We are pleased with the successful implementation of virtual advertising technology during our match against Ireland. This project demonstrates our commitment to innovation and creating additional value for our sponsors and partners. Sponix delivered the project professionally and efficiently, helping us unlock new commercial opportunities while maintaining the highest broadcast standards. We look forward to exploring further opportunities in this area in the future.”
Statement from Sponix
“We are proud to have worked with the Qatar Football Association and Alkass on this historic project and to implement virtual advertising technology for QFA for the first time. Our mission is to help rights holders create new commercial opportunities and maximize the value of their media assets through innovative technology.
This project represents another important milestone for Sponix in the region. Following our successful collaborations with the Jordan Football Association, UAE Pro League, beIN Sports, MBC and other leading sports organizations, we are now expanding our partnerships across the Middle East, including upcoming projects for several major competitions in the region. We believe virtual advertising will play a significant role in the future of sports sponsorship and fan engagement.
I would also like to thank the Qatar Football Association, Mr. Mansoor Al Ansari, the entire Alkass team, and also Aspire Zone Foundation as our strategic partner, for their trust and excellent cooperation throughout this project. We look forward to building on this success together in the future.”
About Qatar Football Association
The Qatar Football Association (QFA) is the governing body of football in Qatar, responsible for the development and promotion of the sport across all levels. QFA oversees the national teams, domestic competitions, and strategic initiatives that support the continued growth of football in Qatar.
About Sponix
Sponix is an award-winning Qatari sports technology company specializing in virtual advertising and immersive sports content solutions. Through its proprietary cloud-based technology, Sponix enables rights holders, broadcasters, and sponsors to create localized and customized sports content, unlock new revenue streams, and enhance fan engagement. The company currently works with football federations, leagues, broadcasters, and sports organizations across the Middle East, Europe, Asia, Africa and the Americas.
