Penrith Panthers has officially been named Australia’s most valuable sporting brand by Brand Finance.
A 19% year-on-year increase saw Panthers reach $129 million in brand value in 2025, surpassing 2024 leaders Collingwood Magpies (AFL) and Brisbane Broncos (NRL).
The world’s leading brand valuation consultancy, Brand Finance conducts market research into brands across the world to determine their strength and quantifies their financial value.
Clubs that invest in fan engagement, digital presence, and community connections see that effort translate directly into brand strength and financial growth.
Mark Crowe, Managing Director Australia, Brand Finance
Brand Finance research into Australian sporting brands found that Panthers has “strengthened fan engagement, broadcast appeal, and commercial growth” in 2025 to become the country’s most valuable sporting brand.
“Both the AFL and NRL continue to demonstrate that strong brands are built on more than just on-field success,” said Mark Crowe, Brand Finance Managing Director Australia.
“Clubs that invest in fan engagement, digital presence, and community connections see that effort translate directly into brand strength and financial growth.
“The surge in overall brand value this year reflects how deeply sports brands can embed themselves in Australia’s cultural and commercial landscape, and how strategic brand management is becoming as important to performance as the game itself for sustainable growth.”
