{"id":35981,"date":"2025-10-19T19:49:32","date_gmt":"2025-10-19T18:49:32","guid":{"rendered":"https:\/\/brandfinance.com\/?post_type=press-release&#038;p=35981"},"modified":"2025-10-19T19:49:40","modified_gmt":"2025-10-19T18:49:40","slug":"penrith-panthers-highest-ranked-brand-across-both-codes-collingwood-stays-ahead-in-afl-brand-ladder","status":"publish","type":"press-release","link":"https:\/\/brandfinance.com\/press-releases\/penrith-panthers-highest-ranked-brand-across-both-codes-collingwood-stays-ahead-in-afl-brand-ladder","title":{"rendered":"Penrith Panthers highest ranked brand across both codes, Collingwood stays ahead in AFL brand ladder"},"content":{"rendered":"\n<p><strong><em>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<\/em><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Collingwood remains AFL\u2019s most valuable brand at $127 million<\/strong><\/li>\n\n\n\n<li><strong>Brisbane Lions and Sydney Swans surge up the AFL ladder to take second and third most valuable spots &nbsp;<\/strong><\/li>\n\n\n\n<li><strong><strong>Penrith Panthers pip the Brisbane Broncos to become NRL\u2019s 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<\/strong><\/strong><\/li>\n\n\n\n<li><strong>Canberra Raiders\u2019 brand value doubles, making it the fastest growing NRL brand<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong>SYDNEY, 20 October 2025<\/strong> \u2013 <strong>Collingwood<\/strong> remains the AFL\u2019s most valuable brand, with a value of AUD127 million, according to the latest <a href=\"https:\/\/brandirectory.com\/reports\/afl-nrl\" target=\"_blank\" rel=\"noopener\">AFL NRL 2025<\/a> report by Brand Finance, the world\u2019s leading brand valuation consultancy.<\/p>\n\n\n\n<p>The Magpies continue to demonstrate strong brand resilience, driven by consistent fan engagement, community connection, and commercial performance.<\/p>\n\n\n\n<p>Collingwood also takes the title of the AFL\u2019s strongest brand, with a Brand Strength Index (BSI) score of 90.9\/100 and an AAA+ brand strength rating. According to Brand Finance\u2019s market research, the brand\u2019s strength can be attributed to the club having one of the most passionate and engaged supporter bases, underpinned by strong community programmes and ongoing fan outreach.<\/p>\n\n\n\n<p><strong>Brisbane Lions <\/strong>claim second place with an 82% rise in brand value to AUD116 million, making it the fastest-growing brand in this year\u2019s rankings and the most valuable non-Victorian AFL club. Back-to-back premiership victories over the <strong>Sydney Swans<\/strong> in 2024 and <strong>Geelong Cats<\/strong> this year have reignited national attention, boosting fan loyalty and brand visibility. Off the field, strong membership growth and heightened media presence have cemented Brisbane\u2019s role in expanding the AFL\u2019s footprint across Queensland and northern Australia.<\/p>\n\n\n\n<p>The Lions also came in second in brand strength, posting a BSI score of 89.3\/100 and an AAA brand strength rating. The club\u2019s strength is bolstered by its on-field success, while Brand Finance\u2019s market research highlights its reputation as a well-managed and exciting team to watch.<\/p>\n\n\n\n<p>Rounding out the top three, the <strong>Sydney Swans<\/strong> recorded a 75% increase in brand value to AUD115 million. A strong 2024 season, highlighted by securing the minor premiership and reaching the Grand Final, elevated the club\u2019s national profile and strengthened its appeal to fans and commercial partners. While falling short against Brisbane this year, the Swans\u2019 consistent performance, record-breaking membership surpassing 75,000, and smooth leadership transition from John Longmire to Dean Cox reflect a brand built on resilience, continuity, and deep supporter connection.<\/p>\n\n\n\n<p>The Swans recorded a BSI score of 88.7\/100 with an AAA brand strength rating, making it the third strongest AFL brand this year. Brand Finance\u2019s market research data shows the Swans score highly for reputation and familiarity among fans.<\/p>\n\n\n\n<p>The <strong>Penrith Panthers<\/strong> has overtaken the <strong>Brisbane Broncos<\/strong> to become the most valuable NRL brand in 2025, with its brand value rising 19% to AUD129 million. The club\u2019s 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\u2019 position as a powerhouse in the modern NRL landscape and in doing has become the most valuable brand across the AFL and NRL clubs.<\/p>\n\n\n\n<p>This year\u2019s premiers, the Brisbane Broncos, rank second at AUD120 million. The club\u2019s 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.<\/p>\n\n\n\n<p>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\u2019s market research attributes the club\u2019s 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.<\/p>\n\n\n\n<p><strong>Parramatta Eels<\/strong> claim third place with its brand value rising 38% to AUD98 million. The surge comes amid a period of transition. The Eels as a historically big brand have the potential to continue their rise up the rankings.<\/p>\n\n\n\n<p>Grand finalists <strong>Melbourne Storm<\/strong> rank second among the NRL\u2019s strongest brands of the year, with a BSI score of 87.7\/100 and an AAA brand strength rating. Brand Finance\u2019s research data highlights that fans view the club as ambitious and thrilling to watch.<\/p>\n\n\n\n<p><strong>Sydney Roosters<\/strong> rank third strongest, reflecting the team\u2019s rich heritage and history, according to Brand Finance\u2019s research. The Roosters earned a BSI score of 85.9\/100 and an AAA brand strength rating. <\/p>\n\n\n\n<p><strong>Canberra Raiders<\/strong>\u2019 brand value surged an impressive 91% to AUD77 million, making it the fastest growing NRL brand in 2025. This year\u2019s minor premiers have been buoyed by a loyal fan base whose enduring support through the club\u2019s rebuilding phase is now paying off.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>Mark Crowe, Managing Director Australia, Brand Finance<\/strong>, commented:&nbsp;<\/p>\n\n\n\n<p><em>\u201cBoth the AFL and NRL continue to demonstrate that strong brands are built on more than just on-field success. Clubs that invest in fan engagement, digital presence, and community connections see that effort translate directly into brand strength and financial growth.<\/em><\/p>\n\n\n\n<p><em>The surge in overall brand value this year reflects how deeply sport brands can embed themselves in Australia\u2019s cultural and commercial landscape, and how strategic brand management is becoming as important to performance as the game itself for sustainable growth.\u201d<\/em><\/p>\n\n\n\n<p><\/p>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>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 SYDNEY, 20 October 2025 \u2013 Collingwood remains the AFL\u2019s most valuable brand, with a value of AUD127 million, according to the latest AFL NRL 2025 report by Brand Finance, the [&hellip;]<\/p>\n","protected":false},"featured_media":4452,"comment_status":"closed","ping_status":"closed","template":"","tags":[463,218,11,464],"class_list":["post-35981","press-release","type-press-release","status-publish","has-post-thumbnail","hentry","tag-afl","tag-brand-finance","tag-featured","tag-nrl"],"acf":[],"_links":{"self":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/35981","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release"}],"about":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/types\/press-release"}],"replies":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/comments?post=35981"}],"version-history":[{"count":7,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/35981\/revisions"}],"predecessor-version":[{"id":36038,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/35981\/revisions\/36038"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/media\/4452"}],"wp:attachment":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/media?parent=35981"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/tags?post=35981"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}