Panthers Pounce to Top of the League: NRL, AFL Brand Values Soar to $2.6B
Canberra, ACT – The Penrith Panthers have clawed their way to the top, becoming the most valuable sports club in Australia, according to the latest rankings by Brand Finance Australia. Despite missing the grand final this season, the Panthers’ brand is now worth an impressive $129.2 million, surpassing even the premiership-winning Brisbane Broncos.
This surge in value highlights the growing financial power of both the National Rugby League (NRL) and the Australian Football League (AFL), with the combined brand value of the two codes reaching a staggering $2.6 billion – a significant jump from $2.3 billion in 2024.
While the Panthers lead the NRL pack, Collingwood remains the AFL’s most valuable club at $127 million. However, the Magpies experienced an 18% drop in brand value over the past year, signaling a shift in the landscape.
Mark Crowe, CEO of Brand Finance Australia, emphasized the critical link between on-field success and off-field financial gains. “What’s really fuelled Penrith’s performance and rise to the top is that ability to convert what has been a phenomenal on-field performance into off-field commercial performance,” he stated.
The Canberra Raiders demonstrated the most dramatic growth in the NRL, with a 91% increase in brand value, reaching $76.8 million after an impressive minor premiership-winning season. The Melbourne Storm and the Bulldogs also enjoyed substantial gains, with brand values increasing by over 70% to $96 million and $91.6 million, respectively.
In the AFL, the Brisbane Lions experienced a remarkable resurgence, jumping from ninth to second place with an 82% increase in value, now standing at $116 million after winning back-to-back premierships. The Gold Coast Suns, Sydney Swans, Greater Western Sydney Giants, and Adelaide Crows also saw their brand values rise by at least 40%.
While Victorian clubs like Collingwood, Melbourne, St Kilda, and Essendon saw a slight dip in brand value, the overall picture for Australian football is one of robust growth.
Crowe noted the NRL’s rapid momentum, with a 27% year-on-year increase in brand value. He highlighted the league’s strong position to negotiate improved media rights deals, leveraging the increasing brand strength of its clubs.
The report by Brand Finance Australia underscores the growing commercial appeal of Australian football, with clubs successfully translating on-field achievements into tangible financial benefits.
