This years edition of the Brand Finance's Top 20 Most Valuable Australian Sports Brands has seen Penrith Panthers take the number one spot!


The Panthers Group businesses have closely associated the brand successfully with the elite team to create a strong business, which has resulted in the high valuation. Its brand is estimated to be worth $46.2 million.


There are 6 NRL teams in the Top 20 Most Valuable Australian Sports Brands, valued at $151 million, while the AFL accounts for the other 14 teams with a total brand value of $334 million.


Here is the list:


1.Penrith Panthers (NRL)

2.Collingwood Magpies (AFL )

3.Canterbury-Bankstown Bulldogs (NRL)

4.West Coast Eagles (AFL)

5.Hawthorn Hawks (AFL)

6.Geelong Cats (AFL )

7.Carlton Blues (AFL)

8.Fremantle Dockers (AFL)

9.Essendon Bombers (AFL)

10.Sydney Swans (AFL)

11.Parrammatta Eagles (NRL)

12.Richmond Tigers (AFL)

13.Adelaide Crows (AFL)

14.Brisbane Lions (AFL)

15.Brisbane Broncos (NRL)

16.Port Adelaide Power (AFL)

17.St Kilda Saints (AFL)

18.Canberra Raiders (NRL)

19.Melbourne FC (AFL)

20.Sydney Roosters (NRL)


The key finding from the brand equity research is that the AFL teams, in general, have greater brand equity. The study also showed that 27% of respondents interact with AFL more than once a week compared to only 21% for NRL.


Key Findings


The Kangaroos dominance in Saturdays World Cup Final showcased the talent that the NRL has been capable of producing thanks to the strong brands in the League. The combined brand value of NRL Clubs in the Top 20 exceeds $150 million in 2013.


The Penrith Panthers top Brand Finance League Table with a brand valuation of $46.2 million, as the Panthers Group successfully leverage the Panthers association across a wide variety of operations.


The Collingwood Magpies possess the most valuable AFL brand (2nd overall) with a brand value of $39.1 million after a financially successful year. The Magpies also received a AAA brand rating, the highest rating in the table thanks to a loyal fan base and strong performances on the field.


The Sydney office of Landor Associates commissioned an online study to determine the Brand Strength of sports teams as part of the Top 20 study, with the Brisbane Broncos topping the ranking across all codes. The Australian public ranked each team across four pillars of Knowledge, Relevance, Differentiation and Esteem.


The Essendon Bombers brand rating has suffered this year dropping from potentially a AAA- to a AA+ since the investigation by ASADA. The fall caused overall brand value to drop around 5% to $24.0million. The impact could have been more severe but sponsors and fans have remained loyal. Moving into a new state of the art training facility could see Essendon bounce back for the 2014 season.


Although other teams from Rugby Union, A-League and Big Bash were included in the research, only AFL and NRL teams were valuable enough to be featured in the Top 20 Most Valuable Australian Sports Brands.