Penrith Panthers pip Brisbane Broncos to top $2.6b Brand Finance Australia most valuable AFL, NRL pool, leaving Collingwood behind

The NRL’s Penrith Panthers have taken over as the most valuable sports club in the country despite missing the grand final this season, outranking the premiership-winning Brisbane Broncos in a list of football teams by the worth of their brand.

Collingwood was once again the most valuable club in the AFL, worth $127 million, but suffered an 18 per cent drop in value last year, the latest rankings by consultancy Brand Finance Australia show. The ability of NRL and AFL clubs to leverage on-field performance has brought the total value of the two football codes to $2.6 billion, up from $2.3 billion in 2024.

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