It’s settled. The AFL, as its marketing proclaims, is truly ‘Australia’s Game’ with a brand value worth more than double the NRL’s, according to a Landor and Brand Finance study.
The AFL’s teams have a combined brand value of $334m compared to just $151m for NRL teams, the Top 20 Most Valuable Australian Sports Brands study found.
There are just six NRL teams within the country’s top 20 sports brands, while a whopping 14 AFL teams making the list.
While the AFL may dominate the list it was an NRL team, the Penrith Panthers, that has the greatest individual worth having been valued at $46.2m.
Dominic Walsh, managing director Landor Australia, said: “There’s no doubt that the AFL goes deeper in the Australian Psyche than NRL – this goes back to its unique Australian Heritage.”
Brand Finance Australia director Richard Haigh added: “Branding is important to sports teams because it validates their ability to generate value both on and off the field. This is particularly true amongst Aussie Rules brands which excite incredible brand loyalty but even they were pipped by the Penrith Panthers.”
Yesterday saw the release of Brand Finance’s most valued countries where Australia made the top 10.
The Top 20 Sports report is a new one from Brand Finance and will now be produced annually. Using data from the listed companies each brand is rated based on the strength, risk and future potential of a brand relative to its competitor set as well as a brand value, a measure of its financial strength. Landor’s brand equity measures the brand’s relevance, differentiation, knowledge and esteem.