Collingwood Football Club, the Australian Rules football club based in Melbourne, has risen to become Australia’s most valuable sporting brand with a value of $127 million. This figure represents a significant jump from the club’s expected $145 million value for 2024. The announcement comes at an especially cut-throat period in Australian sport. It’s not just Manchester United that’s seeing a change in their brand valuations.
Trailing just Collingwood is the Penrith Panthers, worth $129 million. Penrith’s forecasted value for 2024 has recently dropped down to $108 million. On the field… The Brisbane Broncos The Broncos are the undisputed kings of the market. They are currently worth $120 million and are scheduled to rise to $124 million next year.
Positioned between the then-underperforming Brisbane Lions, worth $116 million. Meanwhile, the Sydney Swans value at $115 million comes close to breathing down their necks. Individually, both clubs are well positioned but they’ll both soon see their values take a 2024-sized dip. We are forecasting the Brisbane Lions to fall to $64 million and the Sydney Swans to $66 million.
This is despite Richmond Football Club’s valuation of $108 million, which will drop to $101 million in 2024. Carlton Football Club today is worth $99 million. It is expected to increase to $115 million next year.
In perhaps the most impressive case, the Canberra Raiders have seen a staggering 50% increase in their brand value since last year. In fact, it surged an incredible 91 percent in 2025 alone. While this remarkable growth is impressive, it highlights the opportunity clubs have to improve their brand recognition and financial stature with shrewd investments.
As Brand Finance Australia managing director Mark Crowe pointed out, fan engagement is extraordinarily important. He noted that deep community relationships are increasingly becoming the anchor to brand equity.
“Clubs that invest in fan engagement, digital presence and community connections see that effort translate directly into brand strength and financial growth.” – Mark Crowe
This trend illustrates how clubs can leverage their relationships with fans to not only improve their brand image but enhance their financial performance.
