Although tradionalists and critics claim that the new format can sometimes mean a club becomes champions of Europe, without being champions in their own country, this argument definitely cannot be aimed at the 2009 final.

CNN: Royalty to attend Champions League final

Beyond that, it almost goes without saying that this news is extremely exciting for marketers, as it legitimizes the argument to pursue social TV initiatives with the confidence in measurement that only a Nielsen can provide, thus creating a real market for new approaches, startups and content in the TV space and allowing for new lanes of marketing innovation.

FORBES: Nielsen and Twitter: A Game-Changing Partnership That Will Shape the TV Ecosystem

This was the argument made recently, to mixed reactions, by Haim Ramon, the minister without portfolio and a close ally of Mr Barak's, at an acerbic session with liberal Jewish leaders in New York.

ECONOMIST: Israel��s great divide