AFL&NRL最有价值和最强的品牌2025年度报告（中）2025

The annual reporTon The mosTvaluable andAFL & NRL 2025 sTrongesTaFl&nrlbrands AboutBrand Finance Bridging the gap betweenMarketing and Finance Brand Finance was set up in 1996 with theaim of 'bridging the gap between marketingand finance'. For more than 25 years, wehave helped companies and organisationsof all types to connect their brands to thebottom line. Quantifying thefinancial value of brands We put thousands of the world’s biggestbrands to the test every year. Rankingbrands across all sectors and countries,we publish over 100 reports annually. Unique combinationof expertise The world'sleading brandvaluationconsultancy Our teams have experienceacross a wide range of disciplinesfrom marketing and market research,to brand strategy and visual identity,to tax and accounting. Priding ourselveson technical credibility Brand Finance, a chartered accountancyfirm regulated by the Institute of CharteredAccountants in England and Wales, is thefirst brand valuation consultancy to join theInternational Valuation Standards Council.Our experts crafted standards (ISO 10668and ISO 20671) and our methodology,certified by Austrian Standards, is officiallyapproved by the Marketing AccountabilityStandards Board. For business enquiries, please contact:enquiries@brandfinance.com For media enquiries, please contact:press@brandfinance.com +61 2 8076 5791www.brandfinance.com Contents Foreword4Mark Crowe, Managing Director, Brand Finance Australia AFL Valuation Analysis5 Most Valuable AFL Brands 20257Brand Strength Analysis10Brand Value Ranking (AUDm)11 NRL Valuation Analysis12 Most Valuable NRL Brands 202514Brand Strength Analysis17Brand Value Ranking (AUDm)18 Combined Brand Value Ranking (AUDm)19 Methodology21 Sport Services29 Foreword Welcome to our second annual AFL & NRL brand rankings. Brand Finance hasvalued sporting brands worldwide for more than a decade. Australia’s two biggestfootball codes: the Australian Football League (AFL) and the National Rugby League(NRL) continue to dominate the sporting landscape. This year’s authoritative brandvaluation report reflects not just the financial clout of the AFL and NRL but alsotheir broader cultural and corporate impact While often viewed as rivals for Australian sporting supremacy, the reality is bothcodes are experiencing large economic growth year on year with little evidencethat these gains are at the expense of each other, even in shared markets. The combined brand value in this year’s rankings is AUD2.7 billion (2024: 2.3billion). This impressive figure highlights the importance of these sporting brandsto the economy while compelling club boards and management to understand andrecognise the need for brand investment to drive on-field and off-field performance. Mark CroweManaging Director,Brand Finance Australia Brands create fan and customer demand, motivate stakeholders, and reassure thosewho invest time, emotion and money in the club they support. Strong sporting brandsdrive high brand equity thus enabling them to differentiate themselves in the market.Brand distinctiveness is essential when the AFL and NRL have pursued equalisationpolicies to achieve a high level of financial and playing parity between clubs. Thishas limited the ability of a few clubs to dominate the competition, which is morethe case in many of the leading European football leagues. A strong football brand can lead to improved business returns in several ways.First, a brand enables a club to establish a unique identity in the market, which canlead to increased customer loyalty and retention. This, in turn, can drive higher salesand revenue. A strong brand can command a higher price or premium for its productsor services. In addition, a strong brand will attract top talent, as players and staff areoften more attracted to a well-known and reputable club. Finally, a strong brand canprovide a competitive advantage and help insulate a club from lower-than-expectedon-field performance or the impact of an economic downturn. Both sports foster some of Australia's most recognisable brands. Leading clubssuch as the Collingwood Magpies and Penrith Panthers boast brand strength similarto that of some of Australia’s biggest brands. Many of the most valuable AFL and NRLclubs earn sizeable sums through broadcasting, commercial, and matchday income,a large amount of which is derived from corporate sponsorship. With such significant money on the table and the rise of new opportunities acrossthe sporting industry, the necessity for a clear understanding of all aspects of footballfinance is crucial to the success of all stakeholders. We trust you will find the insightsgenerated in this report informative and useful. AFLBrand Value & Brand StrengthAnalysis Collingwooddefends titleas AFL’s mostvaluable brand +Back to back premiersBrisbane LionsandSydney Swanssecure top three positions in 2025 +Melbourne DemonsandEssendon Bombersdropout of the top 10 +Brisbane Lions is the most valuabl