How the 2025 Champions League Final Became a Marketing and Sponsorship Powerhouse

The 2025 UEFA Champions League Final, set to take place on May 31 at Munich’s Allianz Arena, promises not only a thrilling football spectacle between Paris Saint-Germain and Inter Milan but also a significant event in terms of marketing, sponsorship, and attendance.

Marketing & Branding

UEFA unveiled a vibrant visual identity for the 2025 final, created by local artist Miriam Ganser, capturing Munich’s cultural essence. The opening ceremony will feature American rock band Linkin Park, sponsored by Pepsi, enhancing the entertainment value of the event. 

Sponsorship Landscape

The Champions League’s sponsorship revenue for the 2024–25 season is estimated at $781 million.  Key sponsors include Mastercard, which renewed its partnership through 2027, and PepsiCo, extending its commitment to UEFA competitions.  Chinese e-commerce giant JD.com also joined as a secondary sponsor, reflecting UEFA’s global commercial reach.   

Attendance & Fan Engagement

The Allianz Arena, with a capacity of 75,000, is expected to be at full capacity for the final. Average attendance for the 2024–25 Champions League season stands at approximately 52,090 per match, with Borussia Dortmund leading home attendance figures at 81,365. 

Ticket prices have seen significant increases, with Category 1 seats priced at €950 (£816), up from €713 the previous year. UEFA introduced a ‘Fans First’ policy, offering a limited number of tickets at £60 through a lottery system to mitigate fan concerns over pricing. 

Global Viewership

The final is projected to attract over 430 million viewers worldwide, potentially setting new records for a single annual sporting event.  This underscores the Champions League’s status as a premier global sports competition. 

The 2025 UEFA Champions League Final exemplifies the intersection of elite football, strategic marketing, and global fan engagement, solidifying its place as a pinnacle event in the sporting calendar.