View the full Brand Finance NFL 2025 report here
New data from Brand Finance reveals that the Dallas Cowboys remain the NFL's most valuable brand at USD3.0 billion, worth more than twice the runner-up, the Philadelphia Eagles. Brand Finance data also shows that the Cowboys, Eagles, and Kansas City Chiefs are the NFL's top three strongest brands.
Key highlights:
- The Philadelphia Eagles climb to second, with brand value up 10% to USD1.3 billion following Super Bowl success
- The Las Vegas Raiders rank third with brand value steady at USD1.2 billion
- Total brand value of all 32 NFL teams fell 10% to USD26.5 billion, driven by lower revenue forecasts as long-term media deals stabilize
- The combined enterprise value of all NFL franchises reaches almost a quarter of a trillion dollars at USD233 billion, with the Cowboys enterprise value leading at USD17.5 billion
Hugo Hensley, Head of Sports Services, Brand Finance, commented:
“Although the combined brand value of all 32 NFL teams declined 10% this year to USD26.5 billion, the league remains a commercial behemoth. Attendance is at a 20-year high, sponsorship revenues are growing, and the NFL stands apart on the global stage. In brand value terms, its franchises are worth more than the Premier League and the NBA combined, and several times more than Europe’s leading football leagues. The structural advantages of US leagues – centralized media rights, revenue sharing, and marketing franchises as global entertainment properties – continue to set the NFL apart.”
Laurence Newell, Managing Director, Americas, Brand Finance, commented:
“The results highlight the importance of brand as a driver of franchise value in the NFL. A strong brand not only fuels revenues from sponsorships, merchandise, and media rights, but it also attracts new fans, builds resilience during downturns, and sustains engagement beyond immediate on-field performance. For the NFL’s leading teams, brand has become one of their most valuable assets – and one of their biggest sources of competitive advantage.”