Overview
- Brand Finance’s 2025 rankings value Penrith at $129 million, ahead of Collingwood at $127 million and the Brisbane Broncos at $120 million.
- The consultancy says clubs that turn recent performance into sponsorships, match-day attendance and corporate partnerships see the strongest gains.
- Penrith climbed to No. 1 despite playing without a home ground during the Panthers Stadium redevelopment.
- Canberra, Parramatta and Canterbury posted standout NRL increases, including the Raiders up 91% to $77 million, the Eels up 38% to $98 million and the Bulldogs up to $92 million.
- Across 35 AFL and NRL clubs, combined brand value reached $2.6 billion, with $1.4 billion attributed to AFL teams and $1.2 billion to NRL teams.