The NRL’s Penrith Panthers have taken over as the most valuable sports club in the country despite missing the grand final this season, outranking the premiership-winning Brisbane Broncos in a list of football teams by the worth of their brand.
The combined brand value of AFL and NRL clubs has climbed 41% year-on-year to AUD2.7 billion, reflecting the growing commercial power and cultural influence of Australian sport. Rising fan engagement, broadcast revenues, and strategic partnerships have driven this surge, with clubs increasingly leveraging their off-field strength to reinforce national presence.
Collingwood retains its position as Australia’s most valuable AFL brand with a value of AUD127 million. The club’s resilience is underpinned by strong supporter engagement, commercial partnerships, and community initiatives, highlighted by a new deal with Ray White Victoria & Tasmania.
In the NRL, Penrith Panthers climb to the top with a 19% brand value increase to AUD129 million, cementing their dominance after a fourth consecutive Premiership win. The Panthers’ rise is driven by an unprecedented era of on-field dominance which has significantly boosted fan engagement, broadcast value, and commercial appeal.
Brisbane Broncos rank second at AUD120 million, thanks to fan support and commercial strength remain solid. Star fullback Reece Walsh’s huge social media following has been a major driver of the club’s digital reach and brand power.
References
- New leader brings it home to top $2.6b most valuable AFL, NRL pool
- Brand Finance Latest Infographics
- The annual report on The most valuable and Strongest AFL & NRL Brands
See also
- The annual report on the most valuable and strongest AFL & NRL brands – October 2024
- THE 1ST CONCISE REPORT OF AUSTRALIA’S MOST VALUABLE BRANDS | DECEMBER 2013
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