 It was estimated that ITV would stand to make £9 million in advertising revenue during the final, rising to £10 million if it went to extra time and penalties; this compared with amounts of £2–3 million normally received for its Wednesday night schedule and £3–4 million for a Champions League final with no British teams involved.Among the confirmed advertisers on ITV were Ford, Cadbury, Nike, Heineken, Audi and BlackBerry.Sky's advertising prices were not reported, but among their scheduled advertisers were Audi, Ford, Nike, Samsung and Pepsi.