The UEFA Champions League final once again proved its magnetic pull for brands, with 90 advertisers pouring over €13 million into television spots during M6’s broadcast on May 30 at 6:00 PM. The figure represents a sharp rise from 2025, when 93 advertisers spent €9.2 million for a match that kicked off at 9:00 PM without extra time. The 2026 edition, which featured a thrilling final decided by penalties, drew an average of 6.2 million viewers on M6, with an additional 2.9 million tuning in via Canal+ according to Médiamétrie.

The total ad spend translated into 158 commercial breaks: 50 before kickoff, 70 during the game, and 38 after the trophy presentation. The main event captured the bulk of investments, with nearly €8.9 million allocated to spots during the match itself. Pre-game and post-game advertising accounted for €1.2 million and €2.9 million respectively.

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

Citroën made the most of its prime placement with a 30-second spot for its new C3 electric model, valued at €202,900. Meanwhile, sports retailer Intersport chose a longer format, deploying a 50-second commercial twice—once before the match and again during play—for a total value of €119,000.