Penrith Panthers Crowned Australia’s Most Valuable Sporting Brand
Penrith, Australia – In a stunning victory off the field, the Penrith Panthers have officially been named Australia’s most valuable sporting brand by Brand Finance, a leading global brand valuation consultancy. This prestigious recognition underscores the Panthers’ remarkable growth and strategic brand management.
The Panthers have experienced an impressive 19% year-on-year increase, catapulting their brand value to a staggering $129 million in 2025. This achievement surpasses the previous leaders, the Collingwood Magpies (AFL) and the Brisbane Broncos (NRL), marking a significant milestone for the club.
Brand Finance conducts rigorous market research on brands worldwide, assessing their strength and quantifying their financial value. Their analysis of Australian sporting brands revealed that the Panthers have significantly “strengthened fan engagement, broadcast appeal, and commercial growth” throughout 2025, solidifying their position as the country’s most valuable sporting brand.
Mark Crowe, Managing Director of Brand Finance Australia, emphasized the importance of a holistic approach to brand building. “Both the AFL and NRL continue to demonstrate that strong brands are built on more than just on-field success,” he stated.
Crowe further highlighted the impact of strategic investments. “Clubs that invest in fan engagement, digital presence, and community connections see that effort translate directly into brand strength and financial growth,” he explained.
The surge in the Panthers’ brand value reflects the deep integration of sports brands into Australia’s cultural and commercial fabric. Strategic brand management is now as crucial to sustainable growth as on-field performance.
This recognition is a testament to the Panthers’ commitment to excellence both on and off the field. Their focus on engaging with fans, building a strong digital presence, and fostering community connections has paid dividends, resulting in significant brand growth and financial success.
The Penrith Panthers’ rise to the top serves as an inspiration to other sporting organizations across Australia. By prioritizing fan engagement, strategic marketing, and community involvement, clubs can build strong, valuable brands that resonate with fans and drive long-term success. The Panthers have set a new standard for sporting brand management in Australia, proving that a holistic approach is the key to achieving lasting success.
