champions league final draws massive 90 advertisers to m6

The 2026 UEFA champions league final delivered exceptional advertising engagement, with 90 brands investing over €13 million in gross advertising spending. This represents a significant increase from last year’s €9.2 million, which involved 93 advertisers.

The highly anticipated match, broadcast live on M6 on may 30 at 6:00 pm, captivated an average audience of 6.2 million viewers on the channel, according to Médiamétrie. An additional 2.9 million tuned in via Canal+. Unlike the previous year’s final, which aired at 9:00 pm without extra time, this edition extended into penalties, keeping audiences engaged longer.

The evening’s advertising footprint included 158 commercial breaks: 50 before kickoff, 70 during the game, and 38 after the trophy presentation. The highest ad spend was during the match itself, totaling nearly €8.9 million, while pre-match and post-match slots accounted for €1.2 million and €2.9 million respectively.

Major industry players dominated the ad landscape. Fast food, consumer goods, and retail sectors led the charge, with KFC topping the list at €568,000 in gross investments, followed by Procter & Gamble (€445,000) and Intermarché (€401,000). The top ten also featured Universal Pictures Films, Citroën, Cupra, Burger King, McDonald’s, EDF, and Nintendo.

Citroën secured the most premium placement with a 30-second spot for its new electric C3, valued at €202,900. Meanwhile, Intersport chose the longest format—a 50-second commercial aired twice (pre-match and during the game)—valued at €119,000.