The latest Champions League final underscored its immense appeal to major brands. During the evening’s broadcast, a staggering 90 advertisers injected over 13 million euros in gross advertising expenditure. This figure represents a notable rise compared to the previous year’s edition, which saw 93 advertisers contribute 9.2 million euros.

The highly anticipated match aired on M6 on Saturday, May 30, commencing at 6:00 PM. The extended broadcast, featuring extra time and a penalty shootout, drew an impressive average of 6.2 million viewers to M6, with an additional 2.9 million tuning in via Canal+. In contrast, the 2025 final, which aired at 9:00 PM, concluded without the added drama of extra time.

Advertising investments for the 2026 final resulted in the airing of 158 distinct spots. Fifty of these commercials were broadcast before kick-off, 70 ran during the actual game, and 38 were shown after the match, coinciding with the trophy presentation. The live match segment captured the lion’s share of spending, accounting for nearly 8.9 million euros in gross investments. Pre-match advertising slots generated 1.2 million euros, while post-match screens contributed 2.9 million euros.

Among the most active sectors were fast food, consumer goods, and retail. KFC emerged as the leading advertiser, investing 568,000 euros in gross advertising. Following closely were Procter & Gamble with 445,000 euros and Intermarché with 401,000 euros. Rounding out the top ten investors were Universal Pictures Films, Citroën, Cupra, Burger King, McDonald’s, EDF, and Nintendo.

Citroën secured the most valuable single spot of the evening, a 30-second advertisement showcasing its new C3 electric vehicle, valued at a gross 202,900 euros. Meanwhile, Intersport opted for the longest format, airing a 50-second film twice—once before the game and again during the match—with an estimated value of 119,000 euros.