Penrith Panthers has retained its position as the NRL’s most valuable brand for the second consecutive year, according to independent brand valuation consultancy Brand Finance.
The club’s brand value increased by 8% to $140 million in 2026, reinforcing its standing at the forefront of the competition.
The recognition follows another strong season on the field, with Panthers securing a fourth minor premiership and reaching a seventh consecutive preliminary final.
Off the field, the club continued to strengthen its commercial partnerships, extending agreements with Allam Homes and Westfund and welcoming Ringers Western to the Panthers partner family.
Commenting on the broader findings across the AFL and NRL, Brand Finance Managing Director Australia Andy Kan highlighted the importance of supporter engagement and enduring commercial relationships.
“The most resilient brands are those that can translate moments of sporting relevance into deeper supporter engagement, broader commercial appeal and enduring partnerships,” Kan said.
Panthers also received an AAA brand strength rating, with a Brand Strength Index score of 85 out of 100.
The result reflects the club’s strong local identity, loyal supporter base and reputation for sustained excellence.
