These are the most valuable football club brands in the NRL and AFL
A fresh report from brand valuation consultancy, Brand Finance, has unveiled the brand value of Australia’s National Rugby League (NRL) and Australian Football League (AFL) brands.
According to the research, the AFL’s Collingwood Football Club holds the crown for the “most valuable football club” in the country, boasting $145 million in brand valuation (BV). Carlton and its $115 million BV stands behind it, followed by Richmond Football Club as the third most valuable brand with $101 million BV to its name.
Perth’s West Coast Eagles was found to hold $68 million in BV. Meanwhile, Port Adelaide Football Club sits just behind with a BV of $67 million.
Brand Finance’s report also looked at northern AFL clubs. Its data shows that the Sydney Swans’ BV is $66 million, giving them the status as “the most valuable club brand” amongst their northern peers. The Brisbane Lions are $2 million behind them with a $64 million BV.
The Lions and Swans sit above newer bodies, the Gold Coast Suns and Greater Western Sydney Giants, who are in the process of cultivating a fan following and, subsequently, higher BV.
In the NRL, the Brisbane Broncos sits at the top amongst its peers, holding a “brand strength score of 81” and a BV valued at $124 million.
The Penrith Panthers support a BV of $108 million, placing it at number two in the list of “most valuable NRL club brands”. The South Sydney Rabbitohs and its $73 million BV sits behind the Panthers at number three on the list, and the North Queensland Cowboys and its $72 million BV sits behind the Rabbitohs.
Despite only receiving their licence to join the NRL in 2021, the Dolphins boast a $49 million brand value. The Melbourne Storm sit approximately $6 million above the Dolphins, holding a BV of $55 million and a score of 77 in brand strength.
“This valuation of Australia’s biggest sporting clubs shows that despite being almost entirely domestic competitions, Australian brands are as strong as some of the brands playing in the world’s richest and biggest European and American football leagues,” Brand Finance Australia’s managing director, Mark Crowe, said.
“The Australian clubs have incredibly valuable assets in the form of their brands – value that can be measured and built for the benefit of the AFL and NRL.”
The full report can be found here.
It comes after the AFL won the grand final TV ratings over the NRL – check out the full stats here.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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