Geelong Cats own the sixth most valuable sporting brand in the country, worth $26.8 million, according to brand valuer Brand Finance.
Geelong was ranked ahead of traditional AFL powerhouses Carlton, Essendon and Richmond.
The top 20 rankings were all made up by AFL and NRL teams, with the Penrith Panthers topping the list at $46.2 million.
However, AFL teams dominate the rankings, with 14 AFL teams in the top 20 as opposed to six NRL teams. Total brand valuation was worth almost $500 million.
Brand Finance says it uses the Royalty Relief method of brand valuations, where it considers the value a third party would have to pay to license the brand.
Brand Finance Australia director Richard Haigh said the higher value for many AFL teams was partly due to greater fan engagement.
The study found 27 per cent of respondents interacted with their AFL team more than once a week, compared to only 21 per cent for the NRL.
The top 20 most valuable sporting brands in Australia:
1 Penrith Panthers (NRL) – $46.2 million
2 Collingwood Magpies (AFL) – $39.1 million
3 Canterbury-Bankstown Bulldogs (NRL) – $34.5 million
4 West Coast Eagles (AFL) – $32.6 million
5 Hawthorn Hawks (AFL) – $27.1 million
6 Geelong Cats (AFL) – $26.8 million
7 Carlton Blues (AFL) – $25.3 million
8 Fremantle Dockers (AFL) – $24.3 million
9 Essendon Bombers (AFL) – $24.0 million
10 Sydney Swans (AFL) – $22.7 million
11 Parramatta Eels (NRL) – $21.3 million
12 Richmond Tigers (AFL) – $21.1 million
13 Adelaide Crows (AFL) – $20.9 million
14 Brisbane Lions (AFL) – $20.4 million
15 Brisbane Broncos (NRL) – $18.6 million
16 Port Adelaide Power (AFL) – $17.8 million
17 St Kilda Saints (AFL) – $16.5 million
18 Canberra Raiders (NRL) – $16.0 million
19 Melbourne FC (AFL) – $15 million
20 Sydney Roosters (NRL) – $14.5 million
