New valuation of AFL and NRL brands shows Collingwood as Australia’s most valuable property

October 9, 2024

A new report into the value of AFL and NRL brands from leading brand valuation consultancy Brand Finance has revealed that Collingwood is Australia's most valuable sports club brand - with an impressive brand valuation of $145 million - ahead of the Brisbane Broncos rank who rank as rugby league’s most valuable property.

In AFL, the Magpies’ value is well ahead of that of Carlton at $115 million and Richmond at $101 million while the Broncos’ value exceeds that of ahead of Penrith at $108 million, South Sydney at $73 million and the North Queensland Cowboys at $72 million.

AFL Premiers the Brisbane Lions rank 11th among AFL brands and 17th among both codes while NRL Premiers the Panthers are fourth among both codes’ brands.

Collingwood’s measurement reflects the club’s long-term success both on and off the field, with its star-studded roster, rich football heritage, and highly influential partnerships all pivotal in elevating its status within the league.

At the heart of Collingwood’s success is its ability to maintain a consistent perception of excellence, driven by a team of marquee players that excite fans and enhance the club’s brand strength. This strong connection with the community, coupled with the club’s historical significance in Australian sport, makes it a revered and formidable entity in the AFL.

Commenting on the findings, Brand Finance Australia Managing Director, Mark Crowe stated “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.

“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.”

Brisbane Broncos leads NRL for brand value and strength
Despite not securing a premiership since 2006, the Broncos' brand equity drives their commercial success, remaining the flagship for Queensland rugby league and, until the Dolphins' arrival last year, being bolstered by its monopoly in the Brisbane's market.

Collingwood’s rivals
Collingwood’s Victorian rivals Carlton and Richmond Football Clubs also rank highly in the AFL brand landscape with Carlton ranking as the second most valuable AFL club brand, despite a nearly 30-year Premiership drought affecting its perceived ambition.

Richmond, in third place, is known for its blend of tradition and recent success.

Among the non-Victorian AFL clubs, the West Coast Eagles lead with a brand value of $68 million, excelling in fan engagement and stadium experience. In South Australia, Port Adelaide Football Club leads with a brand valuation of $67 million, known for its passionate fanbase and innovative approach.

Among the AFL’s northern clubs, the Sydney Swans, with a brand value of $66 million is the most valuable club brand. While Brisbane won this year’s AFL on-field premiership, the Lions trails close behind with a brand valuation of $64 million. Both clubs maintain their edge over newer teams such as Greater Western Sydney Giants and Gold Coast Suns, which still face challenges in building their brand value and fan base.

Panthers Surge Ahead
Penrith, having secured four successive premierships, has seen its brand value skyrocket to AUD108 million, positioning it as the second most valuable NRL club brand.

The privately owned South Sydney Rabbitohs are the third most valuable NRL club brand, with a value of $73 million, marginally ahead of the North Queensland Cowboys at $72 million. Leveraging its "rich heritage and history", the Rabbitohs maintain a strong brand presence despite recent inconsistent on-field performance. Its financial independence, buoyed by commercial assets and loyal fans, continues to bolster the Rabbitohs as a powerhouse in the NRL.

The full ranking, additional insights, charts, more information about the methodology, and definitions of key terms are available in the Brand Finance AFL NRL 2024 ranking.

Click here to view the report.

Images: Collingwood fans at the MCG (top), Broncos stars at the Sunshine Coast Stadium (middle) and the Swans train at their centre of excellence in Sydney's Moore Park (below).

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