The Collingwood Magpies in the AFL have regained the mantle as having the most valuable brand in Australian sport from the Penrith Panthers in the NRL, outranking the premiership winners in both codes.
The Sydney Swans remained at fifth spot in the 2026 rankings with a brand value of $118 million despitean investigation into allegations of sexual assault involving five of its players late in the season, according to the latest valuations by consultancy Brand Finance Australia.
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