Collingwood has emerged as Australia's most valuable football club brand, with a brand valuation of AUD 145 million, according to a new report from Brand Finance.

The report, which ranks the brand value of Australia's biggest sporting clubs in AFL and NRL, places Carlton as the second most valuable AFL club brand at AUD 115 million, followed by Richmond at AUD 101 million.

In the NRL, Brisbane Broncos leads the pack with a brand valuation of AUD 124 million. Penrith Panthers and South Sydney Rabbitohs follow, valued at AUD 108 million and AUD 73 million respectively. The North Queensland Cowboys also make a strong showing with a brand value of AUD 72 million.

Among non-Victorian AFL clubs, the West Coast Eagles lead with a brand value of AUD 68 million. In South Australia, Port Adelaide Football Club leads with a brand value of AUD 67 million. The Sydney Swans are the most valuable club brand among northern AFL clubs, valued at AUD 66 million, followed by Brisbane Lions at AUD 64 million.

Melbourne Storm, one of NRL’s greatest success stories, has a brand value of AUD 55 million. The Dolphins, in their second year, have a brand value of AUD 49 million.

Managing Director of Brand Finance Australia, Mark Crowe, said: “This valuation of Australia’s biggest sporting clubs shows that despite being almost entirely domestic competitions, Australian brands are as strong as some of the brands playing in the world’s richest and biggest European and American football leagues. The Australian clubs have incredibly valuable assets in the form of their brands – value that can be measured and built for the benefit of the AFL and NRL.”