Following one of the most controversial, commercially significant, and exciting FIFA World Cups in history, Brand Finance Football 50 2026 reveals who really won - and who lost - off the pitch.
The US-led 2026 World Cup has marked a turning point for football, accelerating the sport’s shift towards a more commercial, global, and entertainment-driven model. But what does the data actually tell us about the value of football brands, the changing power of sponsorship, and the returns brands can expect from investing in the game?
Join us as we unpack the latest Brand Finance Football 50 2026 data, revealing the world’s most valuable and strongest football club brands and exploring the forces reshaping football’s commercial economy. From fan engagement and brand equity to sponsorship performance and business value, we’ll examine where value is being created - and where it is being lost.
Following the data-led presentation, an expert panel will debate the big questions facing football and its commercial partners: How should sponsors measure the real impact of football partnerships? Do major tournaments deliver meaningful returns? And as football enters a new, more commercial era, what does it take for brands to turn global attention into lasting value?
| 16:30 – 17:00 | Registration & Networking |
| 17:00 – 17:10 |
Welcome: Football’s New Commercial Era |
| 17:10 – 17:25 |
Football 50 2026: The Brands That Won - and Lost - Beyond the Pitch |
| 17:25 - 17:55 |
Behind the Badge: How the AFA Became a Global Brand? Leandro Petersen, Founder & CEO, TAI; Former Chief Commercial & Marketing Officer, Argentine Football Association (AFA) |
| 17:55 - 18:35 | Panel Discussion | The Power of the Game: How Football Brands Create Global Commercial Value Guest Speakers TBC Moderated by Scott Moore, Head of Sports Services, Brand Finance |
| 18:35 – 18:45 |
The Bottom Line: What the Data Tells Us About Football’s Future |
| 18:45 – 19:30 | Drinks Reception |
Scott specialises in sports sponsorship consultancy for corporate brands and rightsholders; encompassing brand valuation, business impact modelling, sponsorship strategy and sponsorship return on investment.
Scott is part of Brand Finance's Sports Services team, supporting on sports-specific projects and the Football 50 league tables. The team actively engage project teams to provide and execute bespoke bolt-on and/or independent sports services for existing clients who have a sports sponsorship portfolio.
Previous experience across sports and entertainment sponsorship has involved notable clients including PepsiCo (UEFA), British Gas (BOA/BPA, SRU), Vodafone (Wimbledon), Compare the Market (ECB), Activision Blizzard and BAFTA.
Scott holds a BSc in Management from the London School of Economics and a MSc in Sport Policy, Management & International Development from the University of Edinburgh.
Richard has over a decade in value-based marketing, brand valuation and intangible asset valuation. He sat on the ISO Technical Committee 289 on Brand Valuation and contributed to the Brand Evaluation standard ISO 20671. He lectures on brand valuation and other topics to business schools and has a regular guest lecture series at London Business School.
While at Brand Finance he has overseen an array of the internal initiatives and studies while also leading many of the client relationships. With experience from B2B and B2C industries and brands, Richard has worked across all of Brand Finance’s service lines as a Chartered Accountant (ACA) and member of the Chartered Institute of Marketing but particularly specialises in valuation.
In addition, he has a BA in Mathematics from the University of Oxford.
