Penrith Panthers Valued as Top NRL Brand

Brand Finance estimates the Panthers' brand value at A$140 million, ahead of Brisbane Broncos and Parramatta Eels.

Updated on Nov. 14, 2026 in Football

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London-based Brand Finance has ranked the Penrith Panthers as the most valuable NRL brand, with an estimated brand value of A$140 million. The Brisbane Broncos (A$133 million) and Parramatta Eels (A$102 million) follow in the rankings.

Why it matters

The valuations give a measure of the commercial strength of NRL clubs based on intangible assets such as brand identity and intellectual property. Brand Finance also named Collingwood the most valuable Australian sporting brand at A$144 million, placing an AFL club above all NRL clubs in the ranking.

Brand Finance valued the Penrith Panthers at A$140 million and the Brisbane Broncos at A$133 million, with the Broncos holding a Brand Strength Index score of 90.7/100 against 85/100 for the Panthers. The source does not explain how the index weightings were set or whether the valuations will be updated.

The players

Brand Finance

Brand Finance is a London-based consultancy that specialises in valuing intangible assets and publishes annual brand valuation rankings for sporting organisations.

Penrith Panthers

The Penrith Panthers are an NRL club based in western Sydney that has won multiple premierships in recent years.

Brisbane Broncos

The Brisbane Broncos are one of the original 1988 NRL clubs and among the most widely supported teams in Queensland.

Collingwood Football Club

Collingwood is one of the oldest and best-supported clubs in the Australian Football League, based in Melbourne.

The details

Brand Finance, a London-based firm that values intangible assets, measured each club's brand value and assigned a Brand Strength Index score comparing performance against key criteria. Wests Tigers' brand value rose 18% to A$71 million during the year, and an 80% stake in Melbourne Storm was sold for $160 million earlier this year.

Earlier this year: an 80% stake in Melbourne Storm was sold for $160 million.
During the year: Wests Tigers' brand value rose 18% to A$71 million.

Season Trajectory

The rankings place the NRL's commercial strength in the context of the wider Australian sports market, where AFL club Collingwood has overtaken all NRL clubs on brand value. Their relative positions could shape how clubs approach sponsorship and merchandise over coming seasons.

For NRL fans, the valuations offer a way to compare clubs beyond on-field results, with the Panthers and Broncos ranked first and second. The rankings do not change fixtures, ticket prices or team selections.

The takeaway

Brand strength is becoming a measurable asset for sporting clubs, and fans can follow how these valuations shift as clubs build their identities. Clubs with stronger brands may be better placed to attract sponsors and partners.