Victory tomorrow night for Germany or Spain in the Euro 2008 final in Vienna carries with it not just the accolade of champion nation of Europe but a sizeable windfall of more than €110m (£87m), according to new research, writes Roger Blitz .

A win for Spain, which won all its group stage matches, will take its prize money alone to €23m (£18m). For Germany, the defeat to Croatia in the group stage means they will take home €22m if they win tomorrow. But according to Professor Simon Chadwick, of the Centre of the International Business of Sport at Coventry University, the benefits to the victors in terms of sponsorship deals, television rights, growth in ticket and merchandise sales, tourism and consumer confidence will be more than four times their prize money.