PENRITH PANTHERS have been adjudged the most valuable brand in the NRL, according to the Brand Directory, which is published by Brand Finance, a London-based organisation that specialises in the valuation of intangible assets, including all the intellectual property linked to brand identities.
The organisation has published its estimate of the brand values of the leading NRL and AFL clubs in the southern hemisphere.
And it has also measured the strength of the clubs in relation to a ‘brand strength index’, which measures each club’s performance against key criteria to assess their strength in the market place.
Penrith have the most valuable NRL brand at A$140 million, “reflecting sustained sporting success and an expanding partnership portfolio”, according to the Brand Directory.
Brisbane Broncos follow at A$133 million, “supported by established commercial strength and partner investment”, while Parramatta Eels rank third at A$102 million.
For NRL brand strength, Brisbane Broncos lead with a BSI score of 90.7/100, which is “driven by awareness, supporter affinity and cultural relevance”.
Melbourne Storm rank second with a BSI score of 88.5/100, “reflecting strong perceptions of professionalism, reputation and trust”, while Penrith Panthers are placed third at 85/100, “supported by local identity, supporter loyalty and sustained excellence”.
The most valuable sporting brand in the two leading Australian sports is the Collingwood AFL club based in Melbourne, which is valued at A$144 million, “supported by the league’s largest membership base, 1.4 million social media followers and a strong commercial platform”.
Collingwood also lead the Broncos with a Brand Strength Index (BSI) score of 91.3/100, “driven by familiarity, visibility and supporter affinity”.
Of the other NRL clubs, Wests Tigers showed the highest growth in value during the year, rising 18% to A$71 million to become the tenth most valuable NRL brand. The Tigers were “supported by significant commercial momentum. Major new partnerships, including the largest sponsorship agreement in club history, helped drive the club’s rise.”
Perhaps the most surprising result of the assessment of NRL brand values is that Manly Warrington, based on Sydney’s wealthy northern beaches, has the lowest brand value of all 17 NRL clubs, with a value of A$43 million.
However, a brand valuation doesn’t represent the total value of the club, which also included the value of physical properties and broadcast revenue shares. When those elements are factored in for Manly, for example, estimate of the value of the overall enterprise work out at approximately A$143.2 million, while an example of actual value of an NRL club was revealed earlier this year when an 80% stake in Melbourne Storm was sold for $160 million.
“The AFL and NRL are juggernauts that are continuing to squeeze out commercial opportunities for other sports,” Brand Finance Australia executive chairman Mark Crowe said.
“Both codes are increasing in economic value driven by record media rights deals, while there is no evidence this growth is at the expense of each other.”
League Express understands that Brand Finance has no plans to undertake a similar exercise to estimate brand values for Super League clubs.
