They may be the new NRL premiers and a publicly-listed company, but the Brisbane Broncos juggernaut has been supplanted as Australian rugby league’s most valuable brand in 2025.
In fact, according to research published in the AFR and compiled by independent brand valuation consultancy, Brand Finance, the Penrith Panthers didn’t just become the top NRL brand this season, but the number one brand of any Australian football code ahead of both the Broncos and AFL heavyweights Collingwood.
With the Pies ($127m) and the Broncos ($120m) falling from their 2024 positions, Penrith’s brand value surged to $129 million during the recently completed NRL season—despite not having a home ground due to the ongoing redevelopment of Panthers Stadium.
Other NRL clubs to increase sharply in estimated brand value since 2024 include the Canberra Raiders, Parramatta Eels and Canterbury Bulldogs.
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Brand Finance Australia chief executive Mark Crowe told the AFR the changes to this year’s list demonstrated the value of on-field success coupled with strategic sponsorships and other revenue opportunities.
“It’s 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,” Crowe explained.
“What’s really fuelled Penrith’s performance and rise to the top is that ability to convert what has been a phenomenal on-field performance into off-field commercial performance.”
According to Brand Finance, the combined brand value of the 35 clubs across both the NRL and AFL was $2.6 billion—with $1.4 billion represented by the 18 AFL clubs and $1.2 billion by the 17 NRL teams.
In case you’re wondering, the most valuable brand in Australia is Woolworths which was worth an estimated $15.4 billion in 2024.