Collingwood fans will once again rejoice in the hard work their club has put in over multiple decades, after being listed as the AFL's most valuable club brand.
The Pies have long been considered a powerhouse of Australian sport, claiming membership records and games attended by their large fan base, as well as their strong history in football, influential sponsorships and highly marketable players, as well as their unmatched supporter loyalty and cultural influence.
They have a brand value of $127 million, down from last year's $145 million.
Collingwood previously held the top spot in Australia, but was knocked off their perch by NRL club Penrith Panthers ($129 million).
But the resurgence of Brisbane in the past few years has seen the Queensland club remarkably rise up the ranks of Brand Finance's rankings, largely due to the team's reputation of being well-managed and exciting to watch.
The Lions (valued at $116 million) were ranked 11th in 2024 but secured their second-placed spot after consecutive premierships.
Sydney (valued at $115 million) also pushed Victorian giants Richmond ($108 million), Carlton ($99 million) and Geelong ($98 million) further down the line due to their familiarity among supporters and reputation, jumping from 10th to third.
Adelaide's ($88 million) return to finals was also acknowledged from a brand valuation perspective, rejoining the top eight in the AFL.
Hawthorn ($81 million), West Coast ($79 million) and Port Adelaide ($79 million) round out the top 10.
But poor on-field years from Melbourne (sixth to 14th) and Essendon (fifth to 11th) saw the most dramatic falls, and with that, their brand recognition.
North Melbourne reclaimed an unwanted position as the 18th most valuable AFL club in the league, with Gold Coast lifting off the bottom of the table.
"Both the AFL and NRL continue to demonstrate that strong brands are built on more than just on-field success. Clubs that invest in fan engagement, digital presence, and community connections see that effort translate directly into brand strength and financial growth," Mark Crowe, Managing Director Australia, Brand Finance said."
"The surge in overall brand value this year reflects how deeply sport brands can embed themselves in Australia's cultural and commercial landscape, and how strategic brand management is becoming as important to performance as the game itself for sustainable growth."
AFL 2025 brand value ranking
- Collingwood (2024 ranking: 1st)
- Brisbane (11th)
- Sydney (10th)
- Richmond (3rd)
- Carlton (2nd)
- Geelong (4th)
- Adelaide (12th)
- Hawthorn (7th)
- West Coast (8th)
- Port Adelaide (9th)
- Essendon (5th)
- Western Bulldogs (15th)
- Fremantle (13th)
- Melbourne (6th)
- GWS (17th)
- St Kilda (14th)
- Gold Coast (18th)
- North Melbourne (16th)
