Collingwood has once again recorded the largest brand value in Australian sport, eclipsing NRL powerhouse Penrith Panthers in 2026.
The Magpies' brand value has surged 13 per cent to $144 million, putting them ahead of the Panthers' $140 million valuation.
Collingwood also boasts the strongest brand across the AFL and NRL, earning a AAA+ rating and a Brand Strength Index (BSI) score of 91.3/100, according to Brand Finance.
Brisbane's AFL and NRL clubs have almost identical brand values, with the Broncos edging the three-time AFL premiers despite missing the NRL finals in 2026.
The Lions secured a three-peat of premierships, helping its brand value jump 14 per cent to $132 million. The Broncos' value increased by 11 per cent to $133 million.
Sydney rounded out the top three, with its brand value increasing two per cent to $118 million. The Swans maintained their position despite a turbulent end to the season, with their preliminary final appearance helping preserve their place among the competition's most valuable brands.
St Kilda recorded the fastest brand value growth among AFL clubs, surging 25 per cent to $58 million and climbing from 16th to 14th in the rankings.
Hawthorn dropped from eighth to ninth despite its continued on-field resurgence. The Hawks are also preparing for life without their long-standing Tasmanian partnership, which ended after 25 years.
Fremantle's Grand Final run helped the Dockers climb two places, while West Coast's brand value surged 19 per cent to $95 million despite its ongoing on-field struggles. The Eagles rose from ninth to eighth, swapping places with Hawthorn.
North Melbourne rose from 18th to 16th in the brand valuation ladder, leaving GWS and Gold Coast behind them.
Australia's AFL and NRL club brands are worth a combined $2.9 billion.
"Sporting success remains an important catalyst for club brands across both the AFL and NRL, but the results show that it is only one part of the equation," Andy Kan, Managing Director Australia, Brand Finance, said.
"The most resilient brands are those that can translate moments of sporting relevance into deeper supporter engagement, broader commercial appeal and enduring partnerships.
"Equally, clubs with established fan bases and strong commercial foundations can continue to create value even when results on the field are less consistent."
AFL 2026 brand value ranking
- Collingwood (2025 ranking: 1st)
- Brisbane (2nd)
- Sydney (3rd)
- Carlton (5th)
- Richmond (4th)
- Geelong (6th)
- Adelaide (7th)
- West Coast (9th)
- Hawthorn (8th)
- Essendon (11th)
- Fremantle (13th)
- Port Adelaide (10th)
- Western Bulldogs (12th)
- St Kilda (16th)
- Melbourne (14th)
- North Melbourne (18th)
- GWS (15th)
- Gold Coast (17th)
