The UEFA Champions League final delivered exceptional advertising revenue, with 90 brands investing a total of over €13 million in gross ad spend. This represents a notable rise compared to last year’s €9.2 million spent by 93 advertisers. The match, broadcast on M6 starting at 6:00 PM on Saturday, May 30, featured extra time and penalty shootouts, drawing an average of 6.2 million viewers on M6 and an additional 2.9 million on Canal+. Last year’s final, played at 9:00 PM without extra time, generated lower ad revenue.

The 2026 final aired 158 commercial breaks: 50 before kickoff, 70 during the game, and 38 after the trophy presentation. The highest spending went toward the live match coverage, which accounted for nearly €8.9 million. Pre-match and post-match slots brought in €1.2 million and €2.9 million respectively.

Fast food, consumer goods, and retail dominated the advertising landscape. KFC led the pack with €568,000 in gross investment, followed by Procter & Gamble (€445,000) and Intermarché (€401,000). The top ten also included Universal Pictures Films, Citroën, Cupra, Burger King, McDonald’s, EDF, and Nintendo.

Citroën captured the most valuable spot with a 30-second ad for its new C3 electric model, costing €202,900. Meanwhile, Intersport opted for the longest format, airing a 50-second commercial twice—once before kickoff and again during the match—at a cost of €119,000.