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 – Collingwood remains the AFL’s most valuable brand, with a value of AUD127 million, according to the latest AFL NRL 2025 report by Brand Finance, the world’s leading brand valuation consultancy.
The Magpies continue to demonstrate strong brand resilience, driven by consistent fan engagement, community connection, and commercial performance.
Collingwood also takes the title of the AFL’s strongest brand, with a Brand Strength Index (BSI) score of 90.9/100 and an AAA+ brand strength rating. According to Brand Finance’s market research, the brand’s 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.
Brisbane Lions claim second place with an 82% rise in brand value to AUD116 million, making it the fastest-growing brand in this year’s rankings and the most valuable non-Victorian AFL club. Back-to-back premiership victories over the Sydney Swans in 2024 and Geelong Cats 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’s role in expanding the AFL’s footprint across Queensland and northern Australia.
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’s strength is bolstered by its on-field success, while Brand Finance’s market research highlights its reputation as a well-managed and exciting team to watch.
Rounding out the top three, the Sydney Swans 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’s national profile and strengthened its appeal to fans and commercial partners. While falling short against Brisbane this year, the Swans’ 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.
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’s market research data shows the Swans score highly for reputation and familiarity among fans.
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.
Parramatta Eels 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.
Grand finalists Melbourne Storm rank second among the NRL’s strongest brands of the year, with a BSI score of 87.7/100 and an AAA brand strength rating. Brand Finance’s research data highlights that fans view the club as ambitious and thrilling to watch.
Sydney Roosters rank third strongest, reflecting the team’s rich heritage and history, according to Brand Finance’s research. The Roosters earned a BSI score of 85.9/100 and an AAA brand strength rating.
Canberra Raiders’ brand value surged an impressive 91% to AUD77 million, making it the fastest growing NRL brand in 2025. This year’s minor premiers have been buoyed by a loyal fan base whose enduring support through the club’s rebuilding phase is now paying off.
Mark Crowe, Managing Director Australia, Brand Finance, commented:
“Both 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.
The surge in overall brand value this year reflects how deeply sport brands can embed themselves in Australia’s cultural and commercial landscape, and how strategic brand management is becoming as important to performance as the game itself for sustainable growth.”
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
