Thursday, 17th September 2026 - 9.00am - 4.00pm PDT
As Major League Soccer prepares to capitalize on unprecedented growth in U.S. soccer fandom following the FIFA World Cup 2026, which team brands are best positioned to win?
Brand Finance is delighted to be hosting an exclusive session at ANA's members-only conference, READ THE FIELD 2026: Navigating Marketing's Predictive Era, bringing together senior marketing leaders to explore how brands can anticipate change and drive commercial success through data-led decision-making.
Join Brand Finance for an exclusive, data-driven session on how franchises, leagues, and partners can measure, build, and maximize brand value in one of the most commercially significant moments in American soccer history.
Scott Moore, Head of Sports Services at Brand Finance, will unveil exclusive new analysis of Major League Soccer, including the first ranking of MLS's strongest team brands and the key drivers behind their performance. Drawing on Brand Finance's proprietary research, the session will explore how fan perceptions, brand strength, and commercial strategy translate into stronger business performance and long-term enterprise value.
Looking beyond the franchises themselves, the session will also examine the commercial impact of the FIFA World Cup 2026, revealing new analysis of sponsorship returns and the value created for brands investing in the tournament. Through real-world case studies from franchises, governing bodies, and global sponsors, Scott will demonstrate how leading organizations measure sponsorship effectiveness, strengthen brand equity, and convert soccer's growing popularity into sustainable commercial growth.
Whether you're responsible for marketing, partnerships, or commercial strategy, this session will provide practical insights and benchmarking to help your organization win in the race to maximize the opportunities presented by soccer's biggest moment in America.
Click here to find out more and to register for the event.
Please note: This is an ANA members-only, one-day conference
The ANA drives marketing excellence and builds stronger brands through best-in-class events, training, publications, and advocacy.
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.