FritschyBusiness

https://www.afr.com/companies/media-and-marketing/ranked-what-the-top-10-afl-and-nrl-team-brands-are-worth-20241008-p5kgm0 Australian Football League’s Collingwood is the most valuable sports club in Australia and is $30 million ahead of its nearest rival in a ranking of football teams by the worth of their brand. The Brisbane Broncos are the most valuable National Rugby League team. Despite struggling to make the finals series this year after winning the premiership in 2023, the Magpies brand is worth $145 million, consultancy Brand Finance Australia said in a report. Carlton was the next best in the AFL at $115 million. The NRL’s Broncos, Penrith Panthers and South Sydney Rabbitohs were among the top 10 brands across the two football competitions. Seven AFL clubs, all based in Victoria, make up the rest of the list. The report also showed a high crossover of fans who follow both Australian rules and rugby league. On-field success does not necessarily translate to brand value. The NRL’s Wests Tigers, for instance, are eleventh in the rankings (worth $42 million) despite coming last for the past three seasons. This year’s AFL grand finalists, the Sydney Swans and the Brisbane Lions, sit 10th and 11th in their competition’s brand value rankings, worth $66 million and $64 million respectively. But the best way for sports clubs to improve their brand value and strength was to win more matches, said Brand Finance managing director Mark Crowe. The most lucrative brands have either a rich heritage or are operating in fast-growing markets, he said. “Collingwood is generating significant commercial revenues, match day revenues, as clearly evidenced by the drawing capacity of nearly all the Melbourne clubs,” Mr Crowe said. “It’s the history and the heritage of the club. “The Broncos have really benefited from the fact they were essentially a one-team town in Brisbane for most of its history. They had that benefit of being a very strong brand in a very strong market for rugby league. “They’re very resilient and can continue to maintain their strength and value with less reliance on-field performance.” How to measure a team’s brand value Brand Finance has valued international sports brands for more than a decade, but the current report was the first time it has focused on Australian clubs. It ranked them based on two factors – brand value and brand strength. Value looks at how much of a company’s profits are attributable to its “brand”. It is a combination of the strength score, how much it would cost to license the brand’s assets and the company’s forecast revenue. It includes a valuation of the trade name, trademarks and logo. A brand’s strength is scored out of 100, measuring attributes such as marketing investment, financial performance and sustainability. Collingwood, which had more members than any other AFL club in 2024, topped the brand strength list with 81.4 points. The Broncos were top of the NRL’s list and second when including AFL clubs, with 80.9 points. The total brand value of the 35 clubs in the two codes combined was $2.3 billion – about $1.3 billion represented by the 18 AFL clubs and $1 billion from the 17 NRL teams. Melbourne-based clubs – including NRL’s Melbourne Storm – contributed $878 million to the total figure. Other clubs to feature near the top of the list include Carlton and Richmond, while West Coast is the most valuable non-Victorian AFL brand, worth $68 million. “When you look at the most valuable clubs, they’re not necessarily reflecting the competition ladder order,” Mr Crowe said. “That goes to the heart of a brand and its strength.” The Broncos, who finished 12th before parting with coach Kevin Walters, are worth $124 million, the richest in rugby league. It is slightly ahead of recent four-time premiership winners the Penrith Panthers, worth $108 million. One of the abnormalities in the NRL list is the Redcliffe Dolphins, a club that entered the top-tier competition in 2023. The Dolphins team is in ninth spot on the NRL brand value ranking list, ahead of teams such as the Newcastle Knights, the Manly Warringah Sea Eagles and the Cronulla-Sutherland Sharks. “[The Dolphins] really demonstrate the opportunity in that south-east Queensland market. There’s … no real evidence the Dolphins have had a negative impact on the Broncos. In fact, it could be argued they’ve had a positive impact now there’s this [local] rivalry that didn’t exist before.“ The sports Australians follow Australian rules football was the country’s most followed sport, Brand Finance found, with 76.3 per cent of more than 1000 people surveyed claiming to watch the game and 10.7 per cent declaring it their favourite. Nearly 70 per cent of respondents said they followed rugby league and 10.4 per cent listed it as the preferred sport. Forty-six per cent of respondents said they followed both codes. “The AFL and NRL are just in such a commanding position because they’re offering content 40 weeks a year, which is just manna for media rights because you’ve just got that consistent offering,” Mr Crowe said. Other popular sports in 2024 included the Olympics (73.4 per cent), cricket (62.6 per cent) and soccer (57.7 per cent). Tennis, Formula 1 and basketball also made the list, but rugby union was notably absent. “You’re certainly seeing in the NRL the resurgence of two brands – Canterbury-Bankstown Bulldogs and the St George Illawarra Dragons. If they can continue to improve in terms of on-field performance, they are likely to strengthen considerably,” Mr Crowe said. But there will always be some teams that struggle, particularly for newer clubs in competitive geographic areas. “The Gold Coast Suns and the GWS Giants are operating in nontraditional markets for the AFL where they’ve got two rival brands doing very well – the Swans and the Lions were in the grand final this year. “They need to win, but even that alone is not proving to be necessarily of major short-term significance.”

That's exactly what made him fun to watch.

Couldn't find this posted anywhere after using the search, somewhat relaxed chat filmed sometime after the Brownlow. Some highlights I found interesting. - He did his hamstring 2 more times after doing it for the first time against Port Adelaide in 2023 - Impact of Brayshaw's retirement and what he did for the team - ANB is one of his favorite player to play with - The club and players laugh at all the articles the media writes about their culture (said around the 1 hour mark) quoted "it's a load of sh*t" - Nathan Jones welcomed him to football with an elbow to the throat in his first training session.

Same, Robbo was the passionate fan that would speak his mind and I found it entertaining. After a bad Essendon loss I couldn't wait for 360 on the Monday. Although, I'd usually turn the show off after the first 15min once interviews start, except for when they have Montagna and King on.

Video version dropped -

Skip in about 15 minutes to have him start talking about his injury

GWS for Hogan/Bedford. Bonus that their theme is dope. Dogs next cos Bont is talented enough to be a 2 time premiership player. Would also be nice for Trealor to finally win one after a 4th attempt.

I think if we had our 2023 form in this year we would have smoked the comp outside of Sydney. Unfortunately we have had the year from hell and still somehow almost made finals and lost so many close games. Really only 3-4 games were not acceptable. The extra month off will do us good, get everyone healthy and well rested. We bounce back next year and make top 4.

All this worry for nothing.

Nice one Garry!

He absolutely straightened us up. Forward 50 entry wasn't a problem when he was presenting. Wish he was fit for 23+24. I don't think we win the 21 flag without him. ❤️💙

JVR 2029 BAYBAY!

Because he is due to resume training in July

Nothing to worry about here, we will pivot and deal with whatever the season throws at us.

Whoever she is she hates the Dees, jesus...

I have no insider info but this picked up my ears as well. thinking we'd go after another ruck... is Sean Darcy on the move?

This team is so fun to watch.

I am the opposite, in recent years I am watching more footy than ever.

And then had 3 touches in his second game for 2 points

My gut tells me Pies out in straight sets

I went to the AFLW match last night. Girls played some really good Dees Brand Footy. I'd encourage anyone missing footy this weekend to go watch the second half replay on Kayo.

If you take away the last 4 games 2021-2023 (LLLW) From 2000 to 2020 we almost had a perfect palindrome of W-L over 20 years, I bolded the outlier WLLLWWWWLLLLLDLLLLLWWWWLLLLW

It's so good its GEE GOD BOY WOW!

He didn't gouge the eyes. He made contact to the face and moved his hand away quickly and has copped a 3k fine for the mistake. Slow mo makes it look like it lingers but it does not. Move along.

🤦‍♂️