Collingwood deemed Australia’s most valuable footy club brand
That figure was more than $20 million ahead of the next placed club, the NRL’s Brisbane Broncos, with both teams notably failing to qualify for this year’s finals after having competed in their respective league deciders in 2023.
At the other end of the charts were the AFL’s two newest northern state franchises, Greater Western Sydney and the Gold Coast Suns, the latter worth a relatively paltry $28 million, albeit only marginally behind fellow Gold Coast club the Titans.
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Collingwood deemed Australia’s most valuable footy club brand
11 October 2024 Consultancy.com.au
Brand valuation researchers Brand Finance has determined the AFL’s Collingwood Football Club to be Australia’s most valuable sporting brand, worth an estimated $145 million.
That figure was more than $20 million ahead of the next placed club, the NRL’s Brisbane Broncos, with both teams notably failing to qualify for this year’s finals after having competed in their respective league deciders in 2023.
At the other end of the charts were the AFL’s two newest northern state franchises, Greater Western Sydney and the Gold Coast Suns, the latter worth a relatively paltry $28 million, albeit only marginally behind fellow Gold Coast club the Titans.
Collingwood deemed Australia’s most valuable footy club brand
That the Titans are based in a traditional rugby state wasn’t the only seeming anomaly in the rankings, with the Dolphins, the NRL’s most recent addition, slotting in at ninth among League entries. Meanwhile, the Melbourne Demons were ranked sixth among all AFL teams, ahead of Hawthorn and West Coast, despite the club’s previous decades-long drought and having significantly fewer members.
Here, the methodology adopted by Brand Finance – which has long been assessing sporting brands abroad but has for the first time turned its attention to Australia’s biggest codes – can explain many of the surprises, being as it’s in part based on ‘brand strength’, which concerns a range of attributes beyond the trade name and logo etc. that impact ‘business’ performance and feed into brand value.
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