Penrith Panthers highest ranked brand across both codes, Collingwood stays ahead in AFL brand ladder
19 October 2025
New Brand Finance data reveals that the AFL and NRL now hold a combined brand value of $2.7 billion, marking a 20% increase from 2024
- Collingwood remains AFL’s most valuable brand at $127 million
- Brisbane Lions and Sydney Swans surge up the AFL ladder to take second and third most valuable spots
- Penrith Panthers pip the Brisbane Broncos to become NRL’s most valuable brand at $129 million and in doing so also edge past Collingwood to be the highest ranked team in brand value for both AFL and NRL
- Canberra Raiders’ brand value doubles, making it the fastest growing NRL brand
The
Penrith Panthers has overtaken the
Brisbane Broncos to become the most valuable NRL brand in 2025, with its brand value rising 19% to AUD129 million. The club’s dominance, capped by a fourth consecutive Premiership win in a thrilling Grand Final against the Melbourne Storm last year, has strengthened fan engagement, broadcast appeal, and commercial growth. This sustained success has cemented the Panthers’ position as a powerhouse in the modern NRL landscape and in doing has become the most valuable brand across the AFL and NRL clubs.
This year’s premiers, the Brisbane Broncos, rank second at AUD120 million. The club’s strong digital engagement, fuelled by the popularity of star fullback Reece Walsh, who is the most followed NRL player, has amplified its online presence and strengthened fan connection. The premiers are likely to challenge for the top rank in 2026 backed by strong commercial revenues flowing on from their grand final victory.
The Broncos remain the strongest NRL brand this year, with a BSI score of 92.8/100 and an AAA+ brand strength rating. Brand Finance’s market research attributes the club’s strong showing to the club registering high scores in being the most exciting team to watch, and a club that appreciates its fans the most.
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New Brand Finance data reveals that the AFL and NRL now hold a combined brand value of $2.7 billion, marking a 20% increase from 2024
brandfinance.com
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