The final match of the Champions League once again demonstrated its unmatched appeal to advertisers. Data from Kantar Media reveals that 90 brands collectively poured over €13 million into television spots during the broadcast on M6 on Saturday, 30 May, starting at 6:00 pm. This figure represents a sharp rise from the previous year’s edition, which attracted 93 advertisers and €9.2 million in gross ad spend. Unlike last year’s final, which kicked off at 9:00 pm without extra time, this year’s match extended into a thrilling climax with added minutes and penalty shootout.

Advertisers seized the opportunity to reach the massive audience—an average of 6.2 million viewers on M6 alone, with an additional 2.9 million tuning in on Canal+. The evening’s airtime featured 158 commercial spots: 50 before kickoff, 70 during the game, and 38 following the trophy presentation. The bulk of spending, nearly €8.9 million, was directed toward in-game advertisements, while pre-match and post-match slots garnered €1.2 million and €2.9 million respectively.

Fast food, consumer goods, and retail emerged as the most prominent sectors. KFC led the pack with €568,000 in gross investments, followed by Procter & Gamble (€445,000) and Intermarché (€401,000). Rounding out the top ten were Universal Pictures Films, Citroën, Cupra, Burger King, McDonald’s, EDF, and Nintendo.

Citroën claimed the most expensive spot of the night with a 30-second commercial dedicated to its new electric C3 model, valued at €202,900. Meanwhile, sporting goods retailer Intersport opted for the longest format, featuring a 50-second ad aired twice—once before the match and again during the game—valued at €119,000.