The Champions League final broadcast on M6 on May 30th, 2026, proved to be a magnet for advertisers, with 90 brands investing over €13 million in gross advertising. This represents a notable increase from the previous year, when 93 advertisers spent €9.2 million. The match, which went into extra time and penalties, kicked off at 6:00 PM and drew an average of 6.2 million viewers on M6, according to Médiamétrie, with an additional 2.9 million tuning in on Canal+.

A total of 158 commercial spots aired during the broadcast: 50 before kickoff, 70 during the game, and 38 after the final whistle during the trophy presentation. The match itself captured the bulk of the spending, with nearly €8.9 million invested in advertisements. Pre-match and post-match slots accounted for €1.2 million and €2.9 million respectively.

The most active sectors in advertising included fast food, consumer goods, and retail. 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 secured the most valuable spot of the evening with a 30-second ad for its new C3 electric model, costing €202,900. Meanwhile, Intersport opted for the longest format, broadcasting a 50-second commercial twice—once before the match and again during play—for a total of €119,000.