New kids on the block in the NRL Perth Bears and PNG to become brand powerhouses

A global consultancy firm has revealed the top 10 NRL brands, by their dollar value. It comes as the same firm gave a massive vote of support for the code’s newest sites. Did your team make the list?

PNG Hunters star Gairo Voro. Pic: NRL

A global consultancy firm has given a stunning thumbs up to the NRL’s expansion plans claiming Papua New Guinea is poised to create a world-first for sport while the Perth Bears can become one of the game’s leading brands within five years.

Brand Finance is a UK-headquartered brand valuation and strategy company with its Australian managing director Mark Crowe providing The Daily Telegraph analysis and insights into the popularity and financial prospects of the new kids on the NRL block.

The Bears will join the competition in 2027 with PNG to follow a year later. According to Crowe, both clubs possess unique qualities that should underpin long-term success.

Robert Mathias of PNG Kumuls in a 2024 Pacific Championships match against Fiji. Picture: Getty Images

He says concerns over the PNG team’s financial sustainability – despite locking in a decade of funding from the Australian Government – ignore wider political and social issues.

“Rugby league is the No. 1 sport in PNG and it’s more than likely this NRL team will become not only an iconic brand for the nation as a whole but undoubtedly the strongest brand in the country,” he said.

“There is no other sporting body on the planet that is considered the biggest brand in its country. This team will transcend sport. It will be an ambassador for PNG. That will give them remarkable brand strength.

“From a brand value perspective, you will have multinational companies – particularly mining firms and other foreign entities operating in PNG – who will want to be a part of that.

“They will see a strong upside to supporting the team, and generating positive relations and goodwill with the PNG government. They will think less about generating sales and all about stakeholder relations.”

Brand Finance released a report late last year ranking the existing 17 NRL teams on brand value and brand strength.

The Brisbane Broncos topped the brand value list at $124 million, followed by Penrith ($108m), South Sydney ($73m), North Queensland ($72m) and Parramatta ($71m).

The Rabbitohs are among the NRL’s top brands. Picture: Getty Images

The Broncos also led brand value where perceptions of the clubs, their market share, and community impacts were measured out of 100. The Broncos scored 80.9 ahead of South Sydney (79.6), Melbourne (77.5), Penrith (77.4) and the Sydney Roosters (75.5).

According to Crowe, the brand strength of Souths and the Storm are positive indicators for Perth.

“The Bears are reviving a heritage brand – which Souths are,” he said. “And they are reintroducing a team into Perth which is a non-traditional NRL market, just like Melbourne.

“As the only rugby league team operating in a state with a population approaching 3 million it will give them market reach that dwarfs other clubs if they get it right. They could easily be in the top 10 strongest and most valuable NRL brands in five years.”

Crowe believes key for the Bears is the recruitment of “one or two” excitement machines – a Reece Walsh, Kalyn Ponga, Nathan Cleary or Ryan Papenhuyzen – who will resonate with younger audiences, drive a new fan base, generate media interest and provide critical digital content.

Reece Walsh is a marquee player. Picture: NRL Images

Ryan Papenhuyzen. Picture: Getty Images

“Social media is paramount these days because individuals have bigger followings than clubs,” he said. “Reece Walsh has more social media followers than the Broncos.

“For Perth to win over that WA population and leverage that iconic Bears brand into the eastern seaboard, a marquee player is essential.

“Look what Lionel Messi did for Major League Soccer and Inter Miami when he went to the US. The awareness of that competition increased 50 per cent globally. That’s what star power can do.”

Originally published as New kids on the block in the NRL Perth Bears and PNG to become brand powerhouses