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Thread: The Top 20 Most Valuable Australian Sporting Brands

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    Legend Contributor .X.'s Avatar
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    The Top 20 Most Valuable Australian Sporting Brands

    What is the most valuable Australian sports team in terms of branding?

    Or look at it another way: if a sports team had to buy their brand from someone, what would they pay?

    Experts in the value of branding, Brand Finance and Landor Associates, have come up with a new league table.

    And in top place is the Penrith Panthers with a brand valued at $46.2 million.

    The Panthers got the high valuation and top spot because it has been so successful in creating a strong business with the elite team.

    The NRL and the AFL make up all of the top 20 with a combined brand value of almost half a billion dollars.

    But the AFL teams are the big winners overall in terms of volume and engagement with fans.

    The study shows 27 per cent of fans interact with AFL more than once a week compared to only 21 per cent for NRL.

    There are 6 NRL teams in the top 20 with a total brand value of $151 million.

    The AFL has 14 teams and a total brand value of $334 million.

    Dominic Walsh, Landor Australia managing Director says: “There’s no doubt that the AFL goes deeper in the Australian Psyche than NRL. This goes back to its unique Australian Heritage.”

    Highlights:

    The combined brand value of NRL clubs in the Top 20 exceeds $150 million in 2013.
    The Penrith Panthers top the league table with a brand valuation of $46.2 million.
    The Collingwood Magpies value is $39.1 million but it also received a AAA brand rating, the highest in the table thanks to a loyal fan base and strong performances on the field.
    The study estimates the Essendon Bombers brand suffered because of the investigation by ASADA. This caused overall brand value to drop an estimated 5 per cent to $24 million.
    Here’s the full table in order of valuation:


    This is how they calculated the brand valuations. First it is assumed the brand is owned by a third party, which then licenses the brand at arm’s length. The present value of that stream of (hypothetical) royalty payments by the team represents the value of the brand.

    Rugby Union, A-League and Big Bash teams were included in the research but only AFL and NRL teams were valuable enough to be featured in the Top 20 Most Valuable Australian Sports Brands.

    Landor’s research on teams is a measure of the brand’s relevance, differentiation, knowledge and esteem. There were an equal number of respondents from each Australian region and no team colours/logos were included to ensure minimal noise.

    More Here

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    The mind boggles

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    The reasoning behind the valuation might be all fine. But they don't give any clarification of how those royalty payments are calculated and I can't be arsed finding out. I think Panthers value would be attributable to the bricks and mortar assets they have whereas Collingwood would perhaps be more based on membership,sponsorship, club profile, merchandise sales ect.

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    After a recent visit to QLD I have to say I was surprised at the palatial NRL clubs across the state, and the cheap alcohol served, pretty good food at very low prices..they have buses to collect the "oldies" and other "members" and bring them to the clubs for lunch etc.and take them home, some free some just a nominal fee depending on the distance.. . How do they do it.. wholetruth is on the money... POKIES... !! Personally I hate them...and would be disappointed to say the least if they were introduced here..

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    I assume for some reason the Wallabies, Socceroos, Aus Cricket Team weren't considered?

    Otherwise I would have thought they would have come out in front?

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    Quote Originally Posted by Marty_Mcfly View Post

    Otherwise I would have thought they would have come out in front?
    Why?
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    No real reason. I just assumed someone like Qantas would pay much more for their naming rights of the Wallabies than whoever does the same for Penrith/Collingwood?
    Perhaps I am showing my naiveté?
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    Player Marty_Mcfly's Avatar
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    Either that or I am working it out from the wrong angle. I was thinking that the value of the brands were worth what someone was willing to pay for them.
    Looking at the article again I am not sure what they actually measured to get their ratings.
    Posted via Mobile Device

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    During the 90's and 2000's Penrith Panthers purchased a large number of small Clubs in and around NSW. That in conjunction with the largest Club in the southern hemisphere, Stadium and Trotting venue along with Aqua golf, cable waterskiing.

    There asset value alone would see them on top. Their total turnover would have to number in the hundreds of millions of dollars.

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    Immortal Contributor shasta's Avatar
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    Quote Originally Posted by Marty_Mcfly View Post
    Either that or I am working it out from the wrong angle. I was thinking that the value of the brands were worth what someone was willing to pay for them.
    Looking at the article again I am not sure what they actually measured to get their ratings.
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    Like I said, not sure I was either. X xplained the Panthers situation well. If that counts then the "value" must be the dollar figure you would pay to lease the whole operation, with all assets included. You get all the incomings, pay the leade fee, If there's any left that's your profit.

    If it were just sponsorship value the Panthers would be miles behind.

    Those dumb Mungo Westies sure know how to run a business empire.

    I think their NRL team will take another a GF within 3 years too .

    Suppose they own the Windsor Leagues Club (with it's surprisingly expensive bistro) too X?

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    Last edited by shasta; 07-12-13 at 11:03.

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    Several NRL and AFL clubs have invested in pubs and clubs in recent years.

    I've also read about several being involved in property development.

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    Quote Originally Posted by shasta View Post
    Like I said, not sure I was either. X xplained the Panthers situation well. If that counts then the "value" must be the dollar figure you would pay to lease the whole operation, with all assets included. You get all the incomings, pay the leade fee, If there's any left that's your profit.

    If it were just sponsorship value the Panthers would be miles behind.

    Those dumb Mungo Westies sure know how to run a business empire.

    I think their NRL team will take another a GF within 3 years too .

    Suppose they own the Windsor Leagues Club (with it's surprisingly expensive bistro) too X?
    Windsor Leagues Club has just about completed a Grand Stand. As far as I know - they are apart of the Panthers World of Entertainment Empire. But have dropped the Windsor Wolves from their Playing squad.

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    Yeah i think the name of the article is misleading, it seems to be the value of the whole organisation rather then the brand-name which are complete different topics and assessed differently.

    Penrith Panthers have one of the lower operating budgets with the NRL, they receive very little in sponsorship and gate takings, however Panthers Group which owns them and the social club has revenue in excess of $140million.

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