The Champions League final broadcast on May 30 on M6 confirmed, once again, its ability to bring together major brands around a television event that has become rare on the French market. According to Kantar data, 90 advertisers invested more than 13 million euros gross during the evening, divided between the pre-match, half-time, match and trophy presentation screens. A new level that reflects the persistent power of major live sporting events in advertisers’ media strategies.
This 2026 edition marks a very clear progression compared to the 2025 final, which generated 9.2 million euros gross for 93 advertisers. In a fragmented audiovisual landscape, the Champions League continues to establish itself as one of the last major audience hubs capable of simultaneously bringing together millions of viewers around a premium event.
Ever more coveted premium screens
In total, 158 spots were broadcast during the evening. Advertisers have massively concentrated their investments around the match itself, which represents nearly 8.9 million euros gross, or more than two thirds of the amounts committed. The screens preceding the kick-off generated 1.2 million euros while the advertising sequences broadcast after the match and during the trophy presentation totaled 2.9 million euros.
The fast food sector has once again shown itself to be extremely offensive. With 568,000 euros gross invested in six spots, KFC established itself as the first advertiser of the evening. Behind the American brand are Procter & Gamble with 445,000 euros, then Intermarché with 401,000 euros. Universal Pictures Films, Citroën, Cupra, Burger King, McDonald’s, EDF and Nintendo complete the Top 10 of the biggest investors in this final.
The automobile is a hit
The most valuable spot of the evening goes to Citroën with a 30-second campaign dedicated to its new ë-C3. According to Kantar, this speaking out represented a gross investment of 202,900 euros. The automotive industry historically remains one of the most active sectors in these live meetings.
Conversely, Intersport chose the long format with a 50-second spot valued at 119,000 euros and broadcast twice during the evening. A strategy which reflects another trend observed at major premium events: beyond simple repetition, certain brands are now seeking to take advantage of the available attention to install more developed advertising stories.
AJ
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