{"id":949655,"date":"2026-11-02T08:20:21","date_gmt":"2026-11-02T08:20:21","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/949655\/"},"modified":"2026-11-02T08:20:21","modified_gmt":"2026-11-02T08:20:21","slug":"collingwood-overtakes-nrl-powerhouse-as-afl-club-brand-values-surge-in-2026","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/949655\/","title":{"rendered":"Collingwood overtakes NRL powerhouse as AFL club brand values surge in 2026"},"content":{"rendered":"

Collingwood has once again recorded the largest brand value in Australian sport, eclipsing NRL<\/a> powerhouse Penrith Panthers in 2026.<\/p>\n

The Magpies’ brand value has surged 13 per cent to $144 million, putting them ahead of the Panthers’ $140 million valuation. <\/p>\n

Collingwood also boasts the strongest brand across the AFL<\/a> and NRL<\/a>, earning a AAA+ rating and a Brand Strength Index (BSI) score of 91.3\/100, according to Brand Finance.<\/a><\/p>\n

Brisbane’s AFL<\/a> and NRL<\/a> clubs have almost identical brand values, with the Broncos edging the three-time AFL<\/a> premiers despite missing the NRL<\/a> finals in 2026.<\/p>\n

The Lions secured a three-peat of premierships, helping its brand value jump 14 per cent to $132 million. The Broncos’ value increased by 11 per cent to $133 million.<\/p>\n

Sydney rounded out the top three, with its brand value increasing two per cent to $118 million. The Swans maintained their position despite a turbulent end to the season, with their preliminary final appearance helping preserve their place among the competition’s most valuable brands.<\/p>\n

St Kilda recorded the fastest brand value growth among AFL<\/a> clubs, surging 25 per cent to $58 million and climbing from 16th to 14th in the rankings.<\/p>\n

Hawthorn dropped from eighth to ninth despite its continued on-field resurgence. The Hawks are also preparing for life without their long-standing Tasmanian partnership<\/a>, which ended after 25 years.<\/p>\n

Fremantle’s Grand Final run helped the Dockers climb two places, while West Coast’s brand value surged 19 per cent to $95 million despite its ongoing on-field struggles. The Eagles rose from ninth to eighth, swapping places with Hawthorn.<\/p>\n

North Melbourne rose from 18th to 16th in the brand valuation ladder, leaving GWS and Gold Coast behind them.<\/p>\n

Australia’s AFL<\/a> and NRL<\/a> club brands are worth a combined $2.9 billion.<\/p>\n

“Sporting success remains an important catalyst for club brands across both the AFL<\/a> and NRL<\/a>, but the results show that it is only one part of the equation,” Andy Kan, Managing Director Australia, Brand Finance, said.<\/p>\n

“The most resilient brands are those that can translate moments of sporting relevance into deeper supporter engagement, broader commercial appeal and enduring partnerships.<\/p>\n

“Equally, clubs with established fan bases and strong commercial foundations can continue to create value even when results on the field are less consistent.”<\/p>\n

AFL 2026 brand value ranking<\/p>\n

Collingwood (2025 ranking: 1st)
\nBrisbane (2nd)
\nSydney (3rd)
\nCarlton (5th)
\nRichmond (4th)
\nGeelong (6th)
\nAdelaide (7th)
\nWest Coast (9th)
\nHawthorn (8th)
\nEssendon (11th)
\nFremantle (13th)
\nPort Adelaide (10th)
\nWestern Bulldogs<\/a> (12th)
\nSt Kilda (16th)
\nMelbourne (14th)
\nNorth Melbourne (18th)
\nGWS (15th)
\nGold Coast (17th)<\/p>\n","protected":false},"excerpt":{"rendered":"Collingwood has once again recorded the largest brand value in Australian sport, eclipsing NRL powerhouse Penrith Panthers in…\n","protected":false},"author":2,"featured_media":949656,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[560],"tags":[638,64,63,55,639,85],"class_list":["post-949655","post","type-post","status-publish","format-standard","has-post-thumbnail","category-afl","tag-afl","tag-au","tag-australia","tag-australian-football-league","tag-australianfootballleague","tag-sports"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/949655","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=949655"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/949655\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/949656"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=949655"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=949655"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=949655"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}