NRL Brand value rankings

[TheEroticGamer]

Also outlined that the NRL has caught up to the AFL in following from the youngest measured age group(18-24).

Collingwood is most valuable club brand in Australian sport, Brisbane Broncos top NRL brand ladder | Press Release | Brand Finance

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...

brandfinance.com

 

[Tiger5150]

Wests Tigers......sleeping giant

 

[mongoose]

AFL dominating the 'casually racist' 65+ boomer age group though.

 

[Chook Norris]

So AFL has about 53% of total brand value, NRL 47%.

$62m average AFL brand value across 18 teams. $58m average NRL brand value across 17 teams.

Not clear what metrics they've used to calculate these. Warriors brand value is surprisingly lower than expected

 

[titoelcolombiano]

Lol at the AFL "long game" expansion teams

 

[Diesel]

I suspect without going too deep, the Warriors value is based on Australian audience. In NZ is the 2nd brand after the AB’s

 

[Captain Apollo]

Also the exchange rate wouldn't necessarily help the NZ Warriors. The exchange rate is around NZ$1.20 = AU$1.00

 

[Valheru]

Some details on how this is measured would be beneficial

 

[Perth Red]

Is this one of those Roy Morgan, 'X has 1.2milion fans' type data sets?
didnt the last two NRL license to be sold sell for $2mill each?

 

[King-Gutho94]

View attachment 95264View attachment 95265View attachment 95266View attachment 95267
Also outlined that the NRL has caught up to the AFL in following from the youngest measured age group(18-24).
View attachment 95268

Collingwood is most valuable club brand in Australian sport, Brisbane Broncos top NRL brand ladder | Press Release | Brand Finance

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...

brandfinance.com

Collingwood would be lucky to have enough fans that have combined total of 145 teeth let alone be worth $145million.

What a crock of shit,

 

[t-ba]

Collingwood would be lucky to have enough fans that have combined total of 145 teeth let alone be worth $145million.

What a crock of shit,

145 teeth between all Collingwood fans is about one million people to be fair.

 

[This Year?]

Dragons bottom 4.
Congrats to the board.
Crownies for everyone.

 

[soc123_au]

Some details on how this is measured would be beneficial

Yeah, I would be interested as to how they came up with it. I mean I love my club and their unlimited gearbox, but purely as brand I would have thought Souffs, Parra, Dogs would be up there. Our run will pay dividends on that front, but realistically that takes another 10 years to really pay off.

 

[Colk]

Time to move on a few clubs at the bottom of that list. Reduce the amount of teams.

 

[TheEroticGamer]

Australian Football League’s Collingwood is the most valuable sports club in Australia and is $30 million ahead of its nearest rival in a ranking of football teams by the worth of their brand. The Brisbane Broncos are the most valuable National Rugby League team.
Despite struggling to make the finals series this year after winning the premiership in 2023, the Magpies brand is worth $145 million, consultancy Brand Finance Australia said in a report. Carlton was the next best in the AFL at $115 million.

The NRL’s Broncos, Penrith Panthers and South Sydney Rabbitohs were among the top 10 brands across the two football competitions. Seven AFL clubs, all based in Victoria, make up the rest of the list.

The report also showed a high crossover of fans who follow both Australian rules and rugby league.
On-field success does not necessarily translate to brand value. The NRL’s Wests Tigers, for instance, are eleventh in the rankings (worth $42 million) despite coming last for the past three seasons. This year’s AFL grand finalists, the Sydney Swans and the Brisbane Lions, sit 10th and 11th in their competition’s brand value rankings, worth $66 million and $64 million respectively.

But the best way for sports clubs to improve their brand value and strength was to win more matches, said Brand Finance managing director Mark Crowe.
The most lucrative brands have either a rich heritage or are operating in fast-growing markets, he said.

Collingwood, Carlton, Brisbane and Penrith in action. Getty
“Collingwood is generating significant commercial revenues, match day revenues, as clearly evidenced by the drawing capacity of nearly all the Melbourne clubs,” Mr Crowe said. “It’s the history and the heritage of the club.
“The Broncos have really benefited from the fact they were essentially a one-team town in Brisbane for most of its history. They had that benefit of being a very strong brand in a very strong market for rugby league.
“They’re very resilient and can continue to maintain their strength and value with less reliance on-field performance.”

How to measure a team’s brand value​

Brand Finance has valued international sports brands for more than a decade, but the current report was the first time it has focused on Australian clubs. It ranked them based on two factors – brand value and brand strength.

Josh Daicos of the Magpies runs with the ball. AFL Photos via Getty Images
Value looks at how much of a company’s profits are attributable to its “brand”. It is a combination of the strength score, how much it would cost to license the brand’s assets and the company’s forecast revenue. It includes a valuation of the trade name, trademarks and logo.
A brand’s strength is scored out of 100, measuring attributes such as marketing investment, financial performance and sustainability.
Collingwood, which had more members than any other AFL club in 2024, topped the brand strength list with 81.4 points. The Broncos were top of the NRL’s list and second when including AFL clubs, with 80.9 points.

The total brand value of the 35 clubs in the two codes combined was $2.3 billion – about $1.3 billion represented by the 18 AFL clubs and $1 billion from the 17 NRL teams.
Melbourne-based clubs – including NRL’s Melbourne Storm – contributed $878 million to the total figure.
Other clubs to feature near the top of the list include Carlton and Richmond, while West Coast is the most valuable non-Victorian AFL brand, worth $68 million. “When you look at the most valuable clubs, they’re not necessarily reflecting the competition ladder order,” Mr Crowe said. “That goes to the heart of a brand and its strength.”
The Broncos, who finished 12th before parting with coach Kevin Walters, are worth $124 million, the richest in rugby league. It is slightly ahead of recent four-time premiership winners the Penrith Panthers, worth $108 million.
One of the abnormalities in the NRL list is the Redcliffe Dolphins, a club that entered the top-tier competition in 2023. The Dolphins team is in ninth spot on the NRL brand value ranking list, ahead of teams such as the Newcastle Knights, the Manly Warringah Sea Eagles and the Cronulla-Sutherland Sharks.
“[The Dolphins] really demonstrate the opportunity in that south-east Queensland market. There’s … no real evidence the Dolphins have had a negative impact on the Broncos. In fact, it could be argued they’ve had a positive impact now there’s this [local] rivalry that didn’t exist before.“

The sports Australians follow​

The Brisbane Broncos is the NRL’s most valuable club. AP
Australian rules football was the country’s most followed sport, Brand Finance found, with 76.3 per cent of more than 1000 people surveyed claiming to watch the game and 10.7 per cent declaring it their favourite.
Nearly 70 per cent of respondents said they followed rugby league and 10.4 per cent listed it as the preferred sport. Forty-six per cent of respondents said they followed both codes.
“The AFL and NRL are just in such a commanding position because they’re offering content 40 weeks a year, which is just manna for media rights because you’ve just got that consistent offering,” Mr Crowe said.
Other popular sports in 2024 included the Olympics (73.4 per cent), cricket (62.6 per cent) and soccer (57.7 per cent). Tennis, Formula 1 and basketball also made the list, but rugby union was notably absent.

“You’re certainly seeing in the NRL the resurgence of two brands – Canterbury-Bankstown Bulldogs and the St George Illawarra Dragons. If they can continue to improve in terms of on-field performance, they are likely to strengthen considerably,” Mr Crowe said.
But there will always be some teams that struggle, particularly for newer clubs in competitive geographic areas. “The Gold Coast Suns and the GWS Giants are operating in nontraditional markets for the AFL where they’ve got two rival brands doing very well – the Swans and the Lions were in the grand final this year.
“They need to win, but even that alone is not proving to be necessarily of major short-term significance.”

$145m: The most valuable AFL and NRL teams revealed

An inaugural list that rates the most valuable club trademarks in the two most popular football codes are out, with an ASX-listed giant leading rugby league.

www.afr.com

 

[TheEroticGamer]

Some details on how this is measured would be beneficial

Just posted an article that partly goes into it. Always should take these kind of things with a grain of salt but it’s still an interesting read.

 

[TheEroticGamer]

Yeah, I would be interested as to how they came up with it. I mean I love my club and their unlimited gearbox, but purely as brand I would have thought Souffs, Parra, Dogs would be up there. Our run will pay dividends on that front, but realistically that takes another 10 years to really pay off.

It’s funny cause there was another report in 2013 that had us the most valuable but our brand strength was weaker. Specifics of methodologies used would be interesting.

 

[Perth Tiger]

Interesting the top 7 AFL brands are all Melbourne clubs whereas our top club, 2 of our top 5 and 5 out of the top 10 are out of Sydney.

 

[Usain Bolt]

Wallabies brand value passes AUD $149 Million Dollars, however post-World Cup challenges are immense | Press Release | Brand Finance

View the full Brand Finance Rugby 10 2023 report here

brandfinance.com

Wallabies somehow are higher than all the NRL and AFL clubs despite being a distance behind in popularity, guess being an international team increases the value

 

[Vlad59]

A lot of Collingwood’s ‘value’ came from them getting the government to build their netball team a centre of excellence, handing in the netball clubs licence and handing the facility over to the football club. Cute hey?