In a recent analysis by Brand Finance, Collingwood Football Club has emerged as the most valuable club brand in Australian sport, with a brand value estimated at $145 million.

Key Points:

• Collingwood FC is the most valuable club brand in Australian sport, valued at $145 million, ahead of Carlton ($115M) and Richmond ($101M).
• Brisbane Broncos lead the NRL as the top brand, valued at $124 million, ahead of Penrith ($108m), Souths ($73m)
• West Coast Eagles stand out as the leading non-Victorian club in the AFL, valued at $68 million.
• Queensland teams are thriving. The Brisbane Lions, Brisbane Broncos, and North Queensland Cowboys are experiencing a surge in brand value.
• Australian football club brands are amongst the most valuable football club brands in the world.

The report evaluates brand value in two segments: brand value and brand strength. Brand value is determined by measuring the financial performance of the club, including revenue generation, market share, and overall profitability. Brand strength assesses the perception of the brand among fans and stakeholders, encompassing factors such as fan loyalty, engagement, and overall market presence.

AFL

Following Collingwood, the rankings reveal that other AFL clubs have also made notable strides, with Carlton valued at $115 million and Richmond at $101 million. The West Coast Eagles stand out as the leading non-Victorian club, valued at $68 million.

However, there is a significant disparity between the top clubs and the rest of the league. The dominance of traditional Victorian clubs poses challenges for other teams aiming to enhance visibility and fan engagement, often requiring them to innovate in branding strategies.

NRL

In the NRL, the Brisbane Broncos have solidified their position as the top brand, valued at $124 million. Their brand strength is bolstered by a rich history, a loyal fanbase, and strong athlete personal brands. Other NRL clubs, such as the Penrith Panthers, valued at $108 million, and the South Sydney Rabbitohs at $73 million, reflect strong market positions, highlighting the growth and popularity of rugby league.

Queensland teams are experiencing significant surges in brand value, with the Brisbane Lions and North Queensland Cowboys also performing well in the current landscape. The success of these teams demonstrates the thriving market for Australian football, where club brands are among the most valuable in the world.

See the full report

As the sporting landscape evolves, understanding these valuations becomes essential for stakeholders in the sports business industry. They provide insights into how clubs can leverage their brand equity to attract sponsorships, increase merchandise sales, and enhance overall revenue streams.

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