A TOTAL of 14 AFL clubs rank inside the top 20 of Australia's most valuable sports brands, with Collingwood leading the League at No.2 overall.
The Magpies, second to NRL team the Penrith Panthers, have a brand value of $39.1 million according to a study by Brand Finance and Landor Associates.
While the Panthers pinched top spot with a value of $46.2 million, the Pies were the only club to be given an AAA brand rating.
The survey notes that Penrith's brand rating of AA- in fact makes it one of the weakest clubs in terms of equity: "The Panthers Group businesses have associated the brand successfully with the elite team to create strong financial results, which led to the high dollar valuation."
Collingwood earned its triple-A rating because of its loyal fan base and with strong on-field performances.
In a table published by Business Insider Australia, it was shown AFL and NRL teams make up the entire top 20 when it comes to brand worth.
West Coast was the next highest AFL team with a brand value of $32.6 million while the 2013 premiers Hawthorn was ranked fifth with $27.1 million.
Geelong (sixth - $26.8 million), Carlton (seventh - $25.3 million), Fremantle (eighth - $24.3 million), Essendon (ninth - $24 million) and the Sydney Swans (10th - $22.7) round out the top 10.
The study estimated the Bombers' ASADA saga caused their brand value to drop 5 per cent in 2013.
Richmond, Adelaide, the Brisbane Lions, Port Adelaide, St Kilda and Melbourne were also listed in the top 20.
The clubs that missed out on top 20 billing were North Melbourne and the Western Bulldogs, and new franchises Gold Coast and Greater Western Sydney.
The brand valuations were calculated by assuming the brand was owned by a third party, which then licenced it at arm's length.
The article said the "present value of that stream of (hypothetical) royalty payments by the team represents the value of the brand".
The 14 AFL teams listed in the top 20 had a combined brand value of $334 million to the NRL's $151 million over six teams.
Only AFL and NRL teams were valuable enough to be listed in the top 20 despite rugby union, A-League and Big Bash teams being included in the research.
This shows the dominance of the two rival codes across the Australian sporting landscape.
The study also showed that 27 per cent of fans "interact" with AFL more than once a week compared to the 21 per cent for NRL.
"There’s no doubt that the AFL goes deeper in the Australian psyche than NRL," Landor Australia managing director Dominic Walsh said in the article.
"This goes back to its unique Australian heritage."
