The Collingwood Magpies have reclaimed the position as the most valuable sports brand in Australia, surpassing the Penrith Panthers in the latest brand valuation rankings. According to Brand Finance Australia, Collingwood’s brand is now worth $144 million, edging out the NRL’s Panthers, whose brand value stands at $140 million. This shift marks a notable change after the Panthers secured four consecutive premierships from 2021 to 2024 but failed to reach the finals in the past two seasons.
Collingwood’s resurgence is attributed to a combination of on-field performance—making the finals in 2026—and strategic commercial partnerships with major sponsors such as Emirates, Nike, KFC, and Breitling. The club also benefitted from star midfielder Nick Daicos winning the Brownlow Medal by a record margin, further enhancing its profile. Brand Finance executive chairman Mark Crowe highlighted the club’s longstanding heritage and fan loyalty as key factors that sustain its brand independently of recent sporting success.
In the National Rugby League, the Penrith Panthers continue to grow in brand value despite a recent dip in brand strength linked to their recent absence from grand final appearances. The NRL as a whole saw brand values grow at an average rate of 9.2 percent, slightly outpacing the AFL’s 8.2 percent increase. However, the AFL still boasts a stronger overall presence with seven clubs in the top 10 rankings.
Among other notable movements, the Newcastle Knights experienced the biggest gain in brand value, jumping 40.5 percent from $46 million to $64 million in 2026. Conversely, the Gold Coast Suns recorded the steepest decline, dropping from 31st to last place in the rankings with a 10.7 percent loss in brand value.
The Sydney Swans maintained fifth place in the rankings with a brand value of $118 million despite a late-season sexual assault investigation involving five of its players. The club’s brand strength score declined slightly from 88.8 to 87.3 out of 100, based on fan appeal and engagement surveys. Nevertheless, strong financial results offset the reputational damage, and the Swans have retained all key sponsors, although companies like Colgate and Telstra temporarily paused player-related activities. Brand Finance noted that the longer-term impact on the Swans’ brand will become clearer in the coming season, particularly as fan memberships and corporate partnerships are renewed. The Swans remain one of the AFL’s best-supported teams, boasting more than 826,700 social media followers and 77,000 members.
Crowe also emphasized the growing importance of individual players' personal brands in influencing club brand strength, citing examples such as Reece Walsh in the NRL and Bailey Smith in the AFL. He noted that the NRL currently has an edge in player-driven brand building through various digital platforms like social media, podcasts, and online streaming.
Additionally, the NRL is reportedly in discussions to acquire a stake in the UK’s Super League competition, signaling potential expansion of its brand footprint internationally.
The brand valuation rankings, now in their third year in Australia, assess clubs based on brand strength—which measures public perception—and brand value, a financial calculation of profit attributable to the club’s brand. Both metrics underpin the ongoing commercial evolution of the AFL and NRL as dominant forces in Australian sport.