SPA-FRANCORCHAMPS Circuit: On the Augmented Reality Track with DreamSports AR Track

The Circuit de Spa-Francorchamps reaffirms its pioneering role by deploying DreamSports AR Track, an augmented reality technology developed by Dreamwall. This groundbreaking innovation, unveiled during the CrowdStrike 24 Hours of Spa in front of 99,500 spectators and millions of television viewers, is set to revolutionize the motor racing experience.

A Major Technological Leap for Spa-Francorchamps

Thanks to Dreamwall, Spa-Francorchamps now integrates Augmented Reality elements to enhance immersive branding, optimize the visibility of live content in all weather conditions (night, fog), and boost fan engagement through “virtual Fan Walls.”

“We are delighted that the CrowdStrike 24 Hours of Spa was the first to use this new product for the live broadcast of its centenary edition, which drew 99,500 spectators to the circuit and millions of viewers worldwide. The result exceeded our expectations, with visuals that were indistinguishable from reality.” – Amaury Bertholomé, General Manager

The technology seamlessly inlays hyper-realistic visuals onto neutral areas of the circuit, such as grass or trackside zones, providing a fresh perspective for displaying race data and sponsorships.

Why Use AR in Live Sports Productions?

Incorporating Augmented Reality into sporting events offers numerous advantages far beyond simple visual effects:

1. Flexibility and Marketing Impact
   AR allows the customization of advertising and logos to meet the specific needs of each event or market. Sponsors gain heightened visibility, even in challenging conditions like rain, fog, or nighttime races. This adaptability ensures content can be tailored to broadcasts, maximizing reach and effectiveness.

2. Visual Enrichment and Data Analysis
   Virtual elements such as gantries, dynamic animations, and AR-enhanced race data provide a visually compelling presentation. This clarity and engagement captivate viewers while offering enriched analysis of race results.

3. Fan Engagement
   AR fosters interaction with online communities. Features like virtual “Fan Walls” and live publication integrations turn every race into a participative experience, increasing fan involvement and amplifying the event’s media impact.

4. Reduced Costs and Environmental Impact
   By replacing physical signs, road markings, and banners with virtual overlays, AR significantly reduces production, replacement, and transportation costs. Additionally, it minimizes carbon footprints and waste, offering a more sustainable solution.

A Forward-Looking Collaboration

This partnership between Dreamwall and the Circuit de Spa-Francorchamps embodies a shared vision: combining tradition and innovation to redefine sports production. As Circuit General Manager Amaury Bertholomé explains:

“This project aligns with our ambition to become a platform for developing innovative projects while adhering to our sustainability commitments. Thanks to Dreamwall, we offered a groundbreaking visual and interactive experience during the CrowdStrike 24 Hours of Spa, and this is just the beginning.”

For Dreamwall, the collaboration serves as a prestigious showcase, as Thibault Baras, Director of Dreamwall Media Solutions, emphasizes:
“Our expertise in virtual technologies enables us to deliver solutions that captivate major competitions. This project represents a new milestone in our development for motorsports and beyond.”

By embracing Augmented Reality, Spa-Francorchamps solidifies its position as a pioneer in sports innovation. This partnership with Dreamwall marks the beginning of a sustainable and technological transformation for motorsport, positioning the circuit at the forefront of tomorrow’s sporting events.