The UEFA Champions League final on M6 proved to be a magnet for advertisers, with 90 brands committing over €13 million in gross advertising spend. This represents a substantial rise from last year’s €9.2 million across 93 advertisers. The match aired on Saturday, May 30, starting at 6:00 PM, stretching into extra time and penalties, and drew an average of 6.2 million viewers on M6—plus an additional 2.9 million on Canal+. By contrast, the 2025 final kicked off at 9:00 PM and concluded without extra time.

The 2026 final’s advertising slots totaled 158, segmented into 50 before kickoff, 70 during the game, and 38 post-match during the trophy presentation. The bulk of spending—nearly €8.9 million—was concentrated during the match itself, with pre-game and post-game slots accounting for €1.2 million and €2.9 million respectively.

The most active sectors included fast food, consumer goods, and retail. KFC led the advertiser rankings with €568,000 in gross investment, 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 premium spot with a 30-second ad for its new C3 Electric, valued at €202,900. Intersport opted for the longest format, airing a 50-second commercial twice—once before the match and again during play—at a valuation of €119,000.