Collingwood is Australia's most valuable football club brand, with an impressive brand valuation of AUD145 million, according to a new report from Brand Finance, the world's leading brand valuation consultancy. This 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.
Mark Crowe, Director, Brand Finance commented:
“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
The Brisbane Broncos have reaffirmed its dominance as the number one club brand in the NRL, with a brand value of AUD124 million and the strongest brand strength score of 81. Despite not securing a premiership since 2006, the Broncos' brand equity drives their commercial success. Since its inception in 1988, the club has remained the flagship for Queensland rugby league, bolstered by its monopoly on Brisbane's market until the Dolphins' arrival last year.
Big Victorian Clubs Lead AFL; West Coast Leads Non-Victorian AFL Clubs
Collingwood’s Victorian rivals Carlton and Richmond Football Clubs also rank highly in the AFL brand landscape. Carlton, with a brand value of AUD115 million, is the second most valuable AFL club brand, despite a nearly 30-year Premiership drought affecting its perceived ambition. Richmond, valued at AUD101 million, sits in third place, 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 AUD68 million, excelling in fan engagement and stadium experience. In South Australia, Port Adelaide Football Club leads with a brand valuation of AUD67 million, known for its passionate fanbase and innovative approach.
Sydney Swans and Brisbane Lions Reign in the North
Amongst the northern AFL clubs, the Sydney Swans, with a brand value of AUD66 million is the most valuable club brand. While Brisbane won this year’s AFL on-field premiership, the Brisbane Lions trails close behind with a brand valuation of AUD64 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.
Penrith Panthers Surge Ahead
The Penrith Panthers, in conjunction with winning four successive premierships, have 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 AUD73 million, marginally ahead of the North Queensland Cowboys at AUD72 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.
Queensland NRL Teams Continue to Thrive
The North Queensland Cowboys have established itself as a major NRL brand with a value of AUD72 million. Their new Queensland Country Bank Stadium has been instrumental in growing its commercial revenues, propelling it to become the fourth most valuable NRL brand. In only their second year, the Dolphins have made a strong entrance into the league with a brand value of AUD49 million. Notably, their arrival has not diminished the Broncos' value, indicating a growing market for NRL in Queensland.
Melbourne Storm’s Impressive Rise in a Non-Traditional Market
In the heart of Australia’s sporting city, the Melbourne Storm have become one of the NRL’s greatest success stories. With a brand value of AUD55 million and equal third in brand strength (77), the Storm have defied original expectations, excelling in areas such as "ambition", "iconic sponsors", and having a "great stadium". Despite challenges, such as their 2010 salary cap breaches, Melbourne's consistent success has solidified its position as an NRL leader.