NRL powerhouse pips AFL goliath as most valuable club
Perennial NRL player Penrith has cashed in on its last four-peat, claiming the title of Australia’s most valuable sports brand, according to a survey.
Valuation consultancy Brand Finance found the Panthers’ value rose 19 per cent year-on-year to $129 million, slightly higher than AFL leader Collingwood’s $127 million.
NRL standout Brisbane Broncos were ranked third in the survey, which determined the results a brand owner could achieve if they licensed the brand on an open market.
The Broncos brand was valued at $120 million; This is slightly higher than the ASX-listed club’s market value of $118 million.
The survey found eye-catching jumps for two AFL clubs outside the code’s Victorian stronghold.
Back-to-back Brisbane Lions sales soared 82 per cent to $116 million, with survey suggesting increased fan loyalty and visibility after making national headlines.
The Sydney Swans are up 75 per cent to $115 million after losing their 2024 grand final.
While top-flight clubs place greater value on success on the pitch, this requires much more than just winning matches.
“Clubs that invest in fan engagement, digital presence and community connections see this effort translate directly into brand power and financial growth,” said Mark Crowe, managing director of Brand Finance Australia.
Penrith won four consecutive first-grade premierships between 2021 and 2024; this was the first time this had happened since the St George Dragons in the 1960s. The club became the first club to win a four-peat in the NRL’s national competition.
Brand Finance noted that the Broncos boast popular social media star Reece Walsh, who is the most followed player in the league online.
The consultancy has tipped NRL premiers could move into the top flight following their title run in 2026 due to rising commercial revenues.
The 38 per cent increase in Parramatta’s value was on the pitch despite three relatively poor seasons in which the NRL club failed to reach the finals after losing the 2022 grand final.
Canberra’s brand value will increase by 91 per cent in 2025, making it the fastest growing NRL brand. Brand Finance said the support from the club’s loyal fan base during the club’s rebuilding phase has now paid off.
AFL AND NRL CLUBS BY VALUE
AFL
1 – Collingwood $127 million (2024 value: $145 million)
2 – Brisbane Lions $116 million ($64 million)
3 – Sydney Swans $115 million ($66 million)
4 – Richmond $108 million ($101 million)
5 – Carlton $99 million ($115 million)
6 – Geelong $98 million ($88 million)
7 – Adelaide $88 million ($63 million)
8 – Hawthorn $81 million ($73 million)
9 – West Coast $79 million ($68 million)
10 – Port Adelaide $79 million ($67 million)
NRL
1 – Penrith $129 million ($108 million)
2 – Brisbane Broncos $120 million ($124 million)
3 – Parramatta $98 million ($71 million)
4 – Melbourne Storm $96 million ($55 million)
5 – Canterbury $92 million ($51 million)
6 – Sydney Roosters $88 million ($68 million)
7 – Canberra $77 million ($40 million)
8 – South Sydney $76 million ($73 million)
9 – North Queensland $76 million ($72 million)
10 – Dolphins $61 million ($49 million)
Source: Brand Finance
Australia’s Associated Press is the beating heart of Australian news. AAP is Australia’s only independent national news channel and has been providing accurate, reliable and fast-paced news content to the media industry, government and corporate sector for 85 years. We inform Australia.
