Nike v Adidas
American sporting goods giant Nike's dominance over its closest competitor Adidas will be reflected in the livery on display in the Olympic Stadium. While German company Adidas supplies the official matchball for the Champions League final, the purpose-designed 'Finale Rome', both clubs' kits are made by market leaders Nike. The Oregon-based company is also ahead in player endorsements, with 11 of the 22 players likely to start in Nike boots, and six in Adidas.
Winner: Nike
Heineken v Budweiser
The American beer may be the shining light of Anheuser-Busch InBev, the world's largest brewer, but onChampions League night Budweiser, the official beer of Manchester United, must make do with the dregs of exposure left behind by official Champions League sponsor Heineken. The Dutch brewer Heineken N.V began its association with Uefa in 1994 under its Amstel brand, but since the 2005-06 season it has used the marketing might of the Champions League to promote its leading brand, which is the world's sixth most popular lager behind, among others, Budweiser and Bud Light.
Winner: Heineken
Vodafone v Telefónica
Vodafone terminated its six-year association with Manchester United in 2006, two years before its sponsorship deal was due to end,partly as a response to the Glazer family's unpopular takeover of the club but also to free itself up to become a Champions League sponsor. The British telecommunications company will sever its ties with the competition after the final due to a disagreement with Uefa over mobile content distribution, meaning this will be the last year that Spanish telecommunications company Telefónica, owner of O2 and official sponsor of Barcelona, will be kept on hold.
Winner: Vodafone
Ford v Audi
A wholly owned subsidiary of Volkswagen, Audi's tagline "Vorsprung durch Technik" translates as "Advantage through Technology" but in the race for Champions League exposure the German carmaker is very much disadvantaged through sponsorship deals. An official sponsor of the Catalan club, Audi will be overshadowed by the US company Ford, a Champions League 'corporate partner' since the tournament's inception in 1992.
Winner: Ford
AIG v Unicef
The United States government versus the United Nations – this is the Iraq war debate played out on football jerseys. Paying over £1m per year to allow the UN Children's Fund's logo to be the first to adorn their iconic red and blue jerseys, it is fair to say Barcelona have the moral high ground over Manchester United and their £20m-a-year deal with insurance company AIG, now controlled by the US government following a bailout. For the sake of the children there can only be one winner.
Winner: Unicef
