AFL dominates top 20 but Panthers are the most valuable Aussie sports brand
While the AFL can claim overall honours, the Penrith Panthers NRL team has come out on top of Brand Finance’s list of Australia’s 20 most valuable sports brands for 2013.
Interestingly, despite the Panthers brand being valued at $46.2 million, it ranks as one of the weakest brands with a brand rating of AA-, suggesting the strong business is a marriage of good brand with on-field success.
This analysis of sporting teams is an extension of Brand Finance’s annual list of the most valuable Australian brands. Each brand is accorded a brand rating – a benchmarking study of the strength, risk and future potential of a brand relative to its competitor set – as well as a brand value – a summary measure of the financial strength of the brand.
Placing second in value was the AFL team the Collingwood Magpies with a brand valuation of $39.1 million, along with the highest brand rating of AAA.
The AFL is strides ahead in terms of total brand value accounting for 14 teams with a total brand value of $334 million. This is more than double the value of NRL teams in the Top 20 whose combined brand value totals $151 million.
Teams from Rugby Union, A-League and Big Bash were included in the research, but only AFL and NRL teams were valuable enough to be featured in the top 20.
Director of Brand Finance Australia, Richard Haigh, says the list shows the value of effective branding to a team. “Branding is important to sports teams because it validates their ability to generate value both on and off the field,” he says.
“This is particularly true among Aussie Rules brands which excite incredible brand loyalty but even they were pipped by the Penrith Panthers.”
The study was conducted in conjunction with Landor Associates, and managing director of Landor Australia, Dominic Walsh, says, “There’s no doubt that the AFL goes deeper in the Australian psyche than NRL – this goes back to its unique Australian Heritage.”