Raiders a more valuable brand than the Brumbies?

By 5 December, 2013 6

Brand Finance have some interesting news on the value of Australian sporting brands.

I’m buggered if I can see how the Penrith Panthers have the most valuable sporting brand in the country but I guess I don’t live in Western Sydney.

I do, however, live in Canberra so I’m a bit surprised to see the Raiders make the top 20 list at 18th place. With no Rugby Union sides there at all.

In “brand value” terms the Raiders are worth $16 million.

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6 Responses to Raiders a more valuable brand than the Brumbies?
#1
Battlecat10:31 pm, 05 Dec 13

Surely it’s to do with free to air TV, that kind of exposure doesn’t even compare to subscription TV. But I think the quote, ““There’s no doubt that the AFL goes deeper in the Australian Psyche than NRL – this goes back to its unique Australian Heritage.” is pretty simplistic coming from the managing director of the self proclaimed world’s leading brand consulting firms. Of all the factors over the past 150 years making AFL a successful brand it’s unique Australian heritage is surely not much.

#2
martin757:34 am, 06 Dec 13

Poker machines???

The Panthers have s###loads of poker machines and the Raiders have a few as well.
Would this effect the rating?

#3
maxblues8:42 am, 06 Dec 13

I am a Raiders fan, but their position in the Top 20 brand value chart is puzzling. 2014 doesn’t look like it will start with a bang considering there is only one home game in the first five rounds and free-to-air coverage is usually not good for the Raiders at the start of a season. Maybe the game in China vs the Sea Eagles will bring some international brand recognition.

#4
gungsuperstar2:22 pm, 06 Dec 13

martin75 said :

Poker machines???

The Panthers have s###loads of poker machines and the Raiders have a few as well.
Would this effect the rating?

Exactly – the Panthers have about 60,000 pokies in total last I heard. They have a huge leagues club and they have something like 14 leagues clubs across NSW. They also have probably the highest population within their catchment area of any NSW club.

#5
Mess10:56 am, 24 Dec 13

Panthers makes sense considering the AFL and A-League have both recently moved to grab a share of the Western Sydney market.

#6
maxblues12:03 pm, 24 Dec 13

Huawei and Kaspersky are prepared to spend a lot on the Raiders v Sea Eagles game in Shenzen but are less than impressed with the NRL’s mild enthusiasm and lack of television coordination.

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