An inaugural list that rates the most valuable club trademarks in the two most popular football codes are out, with an ASX-listed giant leading rugby league.
Already a subscriber?Australian Football League’s Collingwood is the most valuable sports club in Australia and is $30 million ahead of its nearest rival in a ranking of football teams by the worth of their brand. The Brisbane Broncos are the most valuable National Rugby League team.
The most lucrative brands have either a rich heritage or are operating in fast-growing markets, he added. A brand’s strength is scored out of 100, measuring attributes such as marketing investment, financial performance and sustainability. Other clubs to feature near the top of the list include Carlton and Richmond, while West Coast is the most valuable non-Victorian AFL brand, worth $68 million. “When you look at the most valuable clubs, they’re not necessarily reflecting the competition ladder order,” Mr Crowe said. “That goes to the heart of a brand and its strength.”
Nearly 70 per cent of respondents said they followed rugby league and 10.4 per cent listed it as the preferred sport. Forty-six per cent of respondents said they followed both codes.
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