Chelsea and Manchester City met in the final of the Champions League. According to a study by Relay Metrics, the value generated in media exposure for sponsors with advertising boards for broadcast in the US and UK alone was approximately US$15 million. AndA study by Relay Metrics showed that Nissan received approximately US$1.8 million from Expedia (US$1.7 million), Heineken (US$1.6 million), PlayStation (US$1.4 million) and Mastercard (US$1.4 million). Benefited. But how does this strategy work?