{"id":225744,"date":"2025-10-19T19:06:16","date_gmt":"2025-10-19T19:06:16","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/225744\/"},"modified":"2025-10-19T19:06:16","modified_gmt":"2025-10-19T19:06:16","slug":"nrls-most-valuable-team-brand-revealed-and-it-isnt-the-broncos","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/225744\/","title":{"rendered":"NRL\u2019s most valuable team brand revealed\u2014and it isn\u2019t the Broncos"},"content":{"rendered":"

They may be the new NRL premiers and a publicly-listed company, but the Brisbane Broncos<\/a> juggernaut has been supplanted as Australian rugby league\u2019s most valuable brand in 2025.<\/p>\n

In fact, according to research published in the AFR and compiled by independent brand valuation consultancy, Brand Finance, the Penrith Panthers<\/a> didn\u2019t just become the top NRL brand this season, but the number one brand of\u00a0any Australian football code ahead of both the Broncos and AFL heavyweights Collingwood.\u00a0<\/p>\n

With the Pies ($127m) and the Broncos ($120m) falling from their 2024 positions, Penrith\u2019s brand value surged to $129 million during the recently completed NRL season\u2014despite not having a home ground due to the ongoing redevelopment of Panthers Stadium.<\/p>\n

Other NRL clubs to increase sharply in estimated brand value since 2024 include the Canberra Raiders<\/a>, Parramatta Eels<\/a> and Canterbury Bulldogs<\/a>.<\/p>\n

MORE: ‘We went on the piss’: Inside Michael Maguire\u2019s shock move that saved the Broncos\u2019 season<\/a><\/p>\n

Brand Finance Australia chief executive Mark Crowe told the AFR<\/a> the\u00a0changes to this year\u2019s list\u00a0demonstrated the value of on-field success coupled with strategic sponsorships and other revenue opportunities.<\/p>\n

\u201cIt\u2019s the ability for a club that has improved its position on the ladder, or indeed has won the competition, to then leverage that over the next 12 months and convert that into higher value through sponsorship, match day attendance and corporate dollars,\u201d Crowe explained.<\/p>\n

\u201cWhat\u2019s really fuelled Penrith\u2019s performance and rise to the top is that ability to convert what has been a phenomenal on-field performance into off-field commercial performance.\u201d<\/p>\n

According to Brand Finance, the combined brand value of the 35 clubs across both the NRL and AFL was $2.6 billion\u2014with $1.4 billion represented by the 18 AFL clubs and $1.2 billion by the 17 NRL teams.<\/p>\n

In case you\u2019re wondering, the most valuable brand in Australia<\/a> is Woolworths which was worth an estimated $15.4 billion in 2024.<\/p>\n","protected":false},"excerpt":{"rendered":"They may be the new NRL premiers and a publicly-listed company, but the Brisbane Broncos juggernaut has been…\n","protected":false},"author":2,"featured_media":225745,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[568],"tags":[64,63,761,762,158,85],"class_list":{"0":"post-225744","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-nrl","8":"tag-au","9":"tag-australia","10":"tag-national-rugby-league","11":"tag-nationalrugbyleague","12":"tag-nrl","13":"tag-sports"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/225744","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=225744"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/225744\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/225745"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=225744"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=225744"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=225744"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}